基于SWOT-PEST模型的贵州抹茶电商发展现状及对策分析
Analysis of the Current Situation and Countermeasures for the Development of Matcha E-Commerce in Guizhou Based on the SWOT-PEST Model

在全球茶叶市场中，传统品类占据主导地位，但抹茶凭借健康属性近年快速崛起。但贵州抹茶仍面临品牌认知度低、产业链附加值不足等问题。本研究基于SWOT-PEST模型，从政治、经济、社会、技术四维度分析贵州抹茶电商发展的优势、劣势、机遇与挑战，并提出以电商赋能为核心的对策：强化生态文化叙事、推动全产业链数字化改造、拓展国内外市场，助力贵州抹茶实现从“原料输出”向“品牌引领”的转型升级。
In the global tea market, traditional categories dominate, but matcha has been rising rapidly in recent years by virtue of its health attributes. However, Guizhou matcha still faces problems such as low brand recognition and insufficient value added in the industrial chain. Based on the SWOT-PEST model, this study analyzes the advantages, disadvantages, opportunities and challenges of the e-commerce development of matcha in Guizhou from the four dimensions of politics, economy, society and technology, and proposes countermeasures with e-commerce empowerment at the core: strengthening the ecological and cultural narrative, promoting the digital transformation of the whole industrial chain, and expanding domestic and international markets, so as to help Guizhou matcha realize the transformation and upgrading from “raw material output” to “brand leading”.