基于消费者偏好分析的岩茶挂耳茶包拼配研究

陈华葵

摘要：为适应便捷化的茶叶消费场景，以岩茶副茶为材料，将感官定量描述结合消费者偏好分析，研究拼配适合挂耳茶包使用的岩茶配方。研究结果表明桂皮香、兰花香和花果香3种不同风味特征挂耳茶包产品拼配方案香气优异、特点突出、区别明显，滋味有较浓、适中和清淡的梯度。由感官定量描述分析可知，桂皮香型挂耳茶包突出桂皮香和蜜香，滋味浓醇;兰花香型挂耳茶包突出兰花香和粽叶香，滋味清醇;花果香型挂耳茶包突出花果香，滋味甜醇。消费者偏好分析显示香气好、滋味清醇的茶更适合目前大部分的消费市场。

关键词：茶叶拼配;感官分析;偏好分析;岩茶;挂耳茶包

Drip Rock Tea Bag Blending Based on

Consumer Sensory Preference

CHEN Huakui

Fujian Yongganhua Tea Co.， Ltd.， Fuzhou 350001， China

Abstract： A study of drip rock tea bag blending was performed to adjust to rush modern life. Tea blending was valuatedand adjusted by consumer sensory preference analysis and quantitative descriptive analysis （QDA）. The results of theexperiment show that three kinds of tea bags had lovely aroma， conspicuous characteristics and clear difference. QDA shows that Guipixiang tea bag had Chinese cinnamon and honey like aroma， heavy and mellow tastes. Lanhuaxiang tea baghad orchid and bamboo leaves like aroma， clean and mellow tastes. Huaguoxiang tea bag had flowersand fruits like aroma， mellow and sweet tastes. Consumer sensory preference analysis shows that tea bag with good smell and clean and mellow taste would be more popular.

Keywords： tea blending， sensory analysis， consumer sensory preference， rock tea， drip tea bag

拼配是茶葉精制过程中非常重要的一步，很大程度上影响了茶叶产品的风格和稳定性。传统的茶叶销售以线下门店零售为主，消费者可在店里品饮、体验，选购符合自己口味的茶叶。在这个过程中也可以了解到茶叶冲泡的方式，减少由于冲泡方式差异带来的不良饮用体验。不同地域口味差异较大，茶艺师能够根据当地口味灵活调节冲泡方法，但现在茶叶销售越来越趋向于互联网线上销售，尤其是新冠疫情之后，线下销售受阻，开展线上销售已成为诸多茶企不可避免的发展方向。但线上销售缺乏茶艺师这个消费者和生产者间沟通的桥梁，消费者缺乏对不同茶叶风味的认知，选购时只能论山场。生产者缺乏对消费者口味的了解，制定生产计划时只能依据以往的经验，这可能比较片面或难以开拓新市场。……