近年來由於國民生活水平提高，民眾的消費能力增加，而飲料市場的急速發展也讓民眾在水分的補給上有更多的選擇性。台灣的飲料業發展已逐漸成熟，而茶飲料的發展由於市場逐漸走向健康與天然的訴求也呈現爆發性的成長，針對茶飲料的相關研究不計其數，而近年來，隨著中國經濟的持續發展，帶動各產業呈現跳躍性的成長，其飲料市場的發展趨勢更是銳不可擋。但針對其飲料市場卻無較完整的相關研究。本研究將藉由對中國茶飲料的銷售狀況來進一步探討中國大陸的消費者在行銷理論與知覺價值，人口統計變數之相關性，以供國內外業者生產及銷售大陸市場之參考，並做為未來對於大陸市場飲料銷售相關性研究的基礎。
本研究利用Zeithaml(1988)之知覺價值理論與行銷4C理論來研究中國大陸消費者為什麼喝茶，其購買茶的原因為何？因此本研究以行銷4C理論四大構面為自變項，並以知覺價值為依變項，進行自變項與依變項之研究。進而驗證人口統計變數對行銷策略與知覺價值之影響。
本研究發現行銷4C策略由於各構面的定義不夠明確，經研究後將其構面修正為內在屬性_基本、內在屬性_知覺、內在屬性_形式、品牌權益、顧客溝通、顧客成本等六大構面。而就人口統計變數對行銷策略與知覺價值之正向差異性僅有性別與顧客成本有顯著差異性，其餘變項皆無差異。在行銷六大構面與知覺價值彼此間存在非常顯著之正向關係，證明在茶飲料市場運用這行銷六大構面確實是可有效提昇消費者之知覺價值。經由迴歸分析後更發現對知覺價值而言最優先列入考量的為內在屬性_知覺，也就是在消費者比較抽象的層面，非普遍認知的飲用口味或是價格方面。最後本研究針對中國大陸消費者需求有以下重大發現 :
1. 傳統文化意涵與民族意識
2. 健康意識抬頭
3. 品質意識抬頭

In recent years, due to people's living standards improve, people's comsuming ability rises, while the rapid development for the beverage market lead people have more selection in the water supply . Taiwan's beverage industry has matured, and the development of tea show explosive growth because the demand of product gradually trend more health and natural, the research for tea drink are countless, but in recent years, as China's sustained economic development, and promote the show jumping growth for all industy, the beverage market growth is unstoppable. But for the beverage market of china does no more complete research. In this thesis, the market selling and deviation of the China tea drinks is introduced as a index of the relevance among marketing theory and the perceived value, demographic statistics variables, this thesis can be the reference for the international enterprise which production and sell in china and the basis for the further study of drinks selling market research.

In this study, use Zeithaml (1988) theory of perceived value and marketing 4C theory to study why consumers drink tea in China, what’s the reasons for the purchase of tea? Therefore, this thesis use marketing 4C four dimensions as independent variables, and perceived value as the dependent variable. And then verify the demographic statistics variables on the marketing strategy and the impact of perceived value.

The study found that 4C marketing strategy because of the lack of clarity in the definition of dimensions, the dimensions will be revised to the intrinsic attribute of _ the basic, intrinsic attribute of _ perception, intrinsic attribute of _ the form, brand equity, customer communication, customer costs six dimensions. And on the demographic variables on the perceived value and the marketing strategy forward with the only difference with the customer and gender have significant differences, and the remaining variables are no different. In the six dimensions and the perceived value there is a very significant positive relationship for each other, that the tea beverage market in the six dimensions of the use of this marketing is indeed the consumers can effectively enhance the perceived value. By regression analysis also found that the highest priority in terms of perceived value into account the intrinsic properties of _ for the perception, that is, consumers are more abstract level, non-universal awareness of the drink taste or price. Finally, this thesis has the following important discoveries of consumer demand in China:
1. The meaning of traditional culture and national consciousness
2. The rise of health consciousness
3. The rise of quality consciousness

目 錄
論文審定書……………………………………………………………………………...ii
致謝……………………………………………………………………………………..iii
摘要……………………………………………………………………………………..iv
Abstract………………………………………………………………………………….v
目錄…………………………………………………………………………………….vii
圖目錄…………………………………………………………………………………ix
表目錄…………………………………………………………………………………...x
第一章 緒論…………………………………………………………………………1
第一節 研究背景………………………………………………………………1
第二節 研究動機………………………………………………………………3
第三節 研究目的………………………………………………………………4
第四節 研究流程與架構………………………………………………………5
第二章 文獻探討……………………………………………………………………6
第一節 中國茶飲料市場發展與現況…………………………………………6
第二節　前三大企業茶飲料大陸市場經營狀況………………………………9
第三節 行銷理論………………………………………………………………15
第四節 知覺價值………………………………………………………………22
第三章 研究方法……………………………………………………………………28
第一節 研究架構及研究假設…………………………………………………28
第二節 研究變項之操作型定義………………………………………………30
第三節 研究對象及抽樣設計…………………………………………………32
第四節 問卷設計………………………………………………………………33
第五節 資料分析與統計方法…………………………………………………34
第四章 實證結果與分析…………………………………………………………….36
第一節 敘述性統計分析…………….…………………………………………36
第二節 信度分析……………….………………………………………………42
第三節 因素分析……….………………………………………………………43
第四節 架構調整………………………………………………………………47
第五節 相關分析……………………………………………………………49
第六節 變異數分析…………………………………………………………….51
第七節 迴歸分析...……………………………………………………………..59
第五章 結論與建議………………………………………………………………….65
第一節 研究發現與結論…………….…………………………………………65
第二節 管理意涵……………….………………………………………………69
第三節 研究限制與後續研究建議………………………………….…………70
參考文獻……………………………………………………………………………….71
附錄一 本研究訪談問卷…..………………………………………………………….74
附錄二 本研究前測問卷……………………………………………………………...77
附錄三 本研究正式問卷……………………………………………………………...80

中文文獻
王聖博(2004)，影響消費者購買決策因素之探討-以茶飲料消費者為例，成功大學高階管理碩士在職專班碩士論文。
沈孝思(2006)，品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例，成功大學高階管理碩士在職專班碩士論文。
徐金龍(2010)，探討茶葉行銷策略影響中國大陸消費者購買意願之研究-以阿里山茶葉為例，南華大學企業管理系管理科學研士論文。
許維哲(2009)，整店的行銷活動與顧客知覺價值對購買意願之實證研究-以台灣家樂福量販店為例，經營管理論叢Vol.5,No.2,2009 p57-77。
樂軍(2004)，統一茶飲料市場營銷策略研究，西南交通大學工商管理碩士論文。

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