本文从消费者行为的视角出发,探讨安溪铁观音有机茶的营销策略。研究发现,消费者对铁观音有机茶普遍不是很了解,且主要通过互联网和亲友介绍了解相关信息;近半的消费者愿意尝试购买铁观音有机茶,其购买行为主要受有机茶绿色健康的特质以及亲友的影响。文章最后提出了大力推广健康有机茶概念,利用互联网推广有机茶等建议。 This article, from the perspective of consumer behavior, discusses the marketing strategy of Anxi Tieguanyin Organic Tea. The study found that consumers generally do not understand Tieguanyin organic tea, and mainly through the Internet and friends and relatives to understand the relevant information; nearly half of consumers are willing to try to buy Tieguanyin organic tea, its purchase behavior mainly by green tea organic health characteristics As well as the impact of relatives and friends. Finally, the article puts forward suggestions to vigorously promote the concept of healthy organic tea, use of the Internet to promote organic tea.