With college students from 11 universities, such as Tsinghua University, Northwest Agriculture and Forestry University, Yunnan U- niversity, Yunnan Agricultural University and other colleges as the object, the situation of undergraduates in tea consumption and consumption concept was investigated by the form of sampling survey. The results showed that more than 50 percent of the surveyed college students like drinking tea, and they purchase a lot of green tea. Also, they acceptable price of tea is relatively low, and pay more attention to quality than brand. University students also showed higher approval .degree to the new type of tea and tea products. But they lack of related tea knowledge on identification of the quality of tea. According to the investigation result, several suggestions for open up tea consumption market of college students were put forward.%以清华大学、西北农林科技大学、云南大学、云南农业大学等11所高校的在校大学生为对象,采用随机抽样问卷调查的方式,从高校在校大学生对茶叶消费情况、消费观念等方面进行了调查.结果表明,调查对象中50％以上的大学生喜欢饮茶,消费茶类以绿茶为主,能够接受的茶叶价格相对较低,重视质量胜过品牌,对新型饮茶方式及茶品表现出了较高的认可度,但是对茶叶品质鉴别等茶叶相关知识相对缺乏.根据调查结果提出了开拓大学生茶叶消费市场的建议.
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