Abstract: ObjectiveThis paper analyzed consumer behavior of Ganzhou tea product market, and put forward mar-keting strategies, in order to provide theoretical basis for the structural adjustment and upgrading of Ganzhou tea industry.MethodBased on theory of planned behavior(TPB), influencing factors of consumer behavior were analyzed. Through questionnaire survey, the data of Ganzhou tea products consumers were obtained. Empirical analysis for consumer inten-tion, consumer behavior and their correlation was conducted using regression model.ResultConsumption intention and consumption behavior were affected by demographic characteristics, consumption motivation, cognition of tea products, product elements, reference group and enterprise marketing to various extents. There was significant positive correlation be-tween consumption intention and consumption behavior(P<0.01). TPB model could well explain Ganzhou tea products con-sumption behavior. SuggestionFollowing suggestions are proposed:carrying out multiple marketing methods and promoting market diffusion effects; building enterprise brand and improving internal competitiveness; spreading knowledge about tea products and raising the cognition of consumers;opening channels of valid information and gaining public praise from con-sumers;providing diversified purchasing channels and fostering "internet plus"initiative.