本研究試圖探討行銷理論中之產品策略、價格策略、推廣策略及通路策略為影響中國大陸消費者購買阿里山茶之購買意願，進而使消費者產生知覺價值而決定其購買意願。 本研究於中國大陸南京「台灣名品交易會」之展覽進行問卷調查，利用SPSS12.0統計軟體進行分析各變項之間的關係及中介影響效果，旨在推論出目前影響中國大陸消費者購買阿里山茶葉之因素，並進一步針對不同的個人特徵與各研究變項之關聯性進行討論，試圖找出影響中國大陸消費者購買意願之關鍵因素。且經由本研究建構出一套產品、價格、推廣及通路策略之關聯模式，俾利生產者、茶葉商、政府、農會（輔導機構）提出適當的建議，作為實務策略擬定之參考，以利阿里山茶葉銷售與推廣予中國大陸消費者。 This study attempts to discuss in the marketing theory the product strategy, the price strategy, the promotion strategy and the channels factor for affects mainland China consumer to purchase the Ali Mountain Tea , then causes the consumer to have perception value to decide their purchase intention. This research “the Taiwan famous work trade fair” the display carries on the questionnaire survey in mainland China Nanjing, and carries on using the SPSS12.0 statistics software analyzes each variable between the relations and the intermediary influence, is for the purpose of deducing at present to affect mainland China consumer to purchase the Ali Mountain Tea factors, and further aims at the different individual characteristic with each to carry on the discussion variable, attempts to discover affects mainland China consumer to purchase intention the key. Under this background, arouses interest of the researcher thorough inquisition, and hoped for constructs set of prices, the product, the service and connection pattern the circuit by way of this research, enables for the producer, tea business, the government, the peasant association proposed the suitable suggestion sketch of in the practice strategy, carries on the sale and the promotion for the Ali Mountain tea.
