摘要：营销渠道设计是营销组合的要素之一，也是所有企业在进行市场营销活动时都会面临的实际问题。茶产品营销渠道的选择从某种意义上来说是茶企业在市场营销中所面临的最复杂与最有挑战性的决策之一。面对日益复杂的渠道环境以及来自企业外部和内部的各种压力，凤凰高峰茶企如何设计出适合自己的营销渠道模式，使得产品能够更快地被传递到消费者的手中，从而取得竞争优势，已成为凤凰高峰茶业面临的一项重要决策。 

　　　本设计结合企业的自身实力和中国茶叶现有的营销渠道水平，以市场调查为基础，将收集的信息资料进行整理、分析和利用，及所学的知识和参考文献，针对调查结果为凤凰高峰茶企设计营销渠道模式，主要从渠道目标、渠道结构模式、影响凤凰单丛茶营销渠道设计的相关因素等方面入手，为凤凰高峰茶业设计出一种自有、混合式的营销渠道模式。本设计的特色在于运用了营销渠道的逆向模式、深度分销和区域市场的精耕细作的想法，和别于传统营销的网上销售，从而为凤凰单丛茶开拓更大的市场。

　　　本设计最根本的意义在于，为公司解决营销渠道存在的问题，设计了一个企业和终端客户互联互通的营销渠道，使得能够快速响应市场要求,提高茶叶的销售水平，使之发挥应有的经济效益，进一步打响凤凰单丛茶品牌，使凤凰单丛茶产业走出潮州，从而更好地弘扬潮州的茶文化，提高潮州的知名度。

关键词：凤凰单丛茶，营销渠道，设计

Abstract：The design of marketing channels is one of the elements of marketing mix, as well as all enterprises in marketing activities will be faced with the practical problems. Tea product marketing channel choice in a sense is the tea enterprises in the marketing of the most complex and the most challenging one of the decisions. In the face of increasingly complex channel environment and from the enterprise external and internal pressures, Phoenix peak tea enterprises how to design a suitable for their own marketing channel mode, making the product quickly to be delivered to the consumer's hands, so as to achieve a competitive advantage, has become the Phoenix peak tea industry is facing an important decision.

　　　This design combine with Chinese tea current marketing channel level, with a market survey as the basis, will collect the information data collation, analysis and use, combined with the actual strength of the enterprise and the knowledge and references, as the Phoenix peak tea enterprises design the marketing channel model, channel, channel structure model from the target, influence of Phoenix single Cong tea marketing channel design factors related to wait for respect proceed with, as the Phoenix peak tea industry to design a kind of its own, the hybrid model of marketing channel. This design feature is the application of marketing channels in the reverse mode, depth distribution and regional market intensive and meticulous farming thought, and different from the traditional marketing, online sales, and Phoenix Single-plexus of tea to develop a bigger market.

　　　The design of the most fundamental significance lies in the fact that, for the company to solve the problems in marketing channels, designed a enterprises and end customers interconnection marketing channels, hoping to start shooting Phoenix Single-plexus of tea brand, make phoenix Single-plexus of tea industry out of Chaozhou, so as to better promote the Chaozhou tea culture, enhance the visibility of Chaozhou.

Key Words：Phoenix Single-plexus of tea，Marketing channel，design

　　　本文有针对性地对以上问题进行了设计，通过市场调查对茶叶市场进行分析，归纳出凤凰单丛茶产品营销渠道设计的特点，提出属于凤凰单丛茶的营销渠道。 

　　　第一，茶产品的种类繁多，茶企业自身的特点也各不相同，因此没有一个普遍适用于所有茶企业的渠道结构。对于凤凰单丛茶企业来说，最为关键的是如何采用一套系统、全面的方法和流程去进行营销渠道设计，这也正是本文设计的目的所在。  

　　　第二，茶企业面临的市场环境越来越复杂，竞争也越来越激烈。因此凤凰单丛茶产品的营销渠道设计应更多地采用多种销售模式并存的结构，体现出混合型的特点。  

　　　第三，凤凰单丛茶产品在品牌还没有成熟之前，扁平、快速和高效的渠道结构将会是未来凤凰单丛茶产品渠道设计发展的方向。随着凤凰单丛茶产品的品牌知名度提升，选择高质量的渠道无疑是凤凰单丛茶企业进行渠道设计的一条重要标准。  

　　　第四，企业在进行渠道设计时不能简单地选择直销、分销或其它形式的渠道结构，也不能一味模仿其它企业的渠道结构。而是应当认真研究和分析产品特点、企业实力、市场环境、竞争状况等关键因素的基础之上，设计出一套符合企业自身特点的营销渠道结构模式。