以食品相关生活型态（FRL）细分市场,可帮助企业清楚地认识消费者的真实性,进而更精确瞄准目标市场, 制定营销战略。本研究根据FRL法设计问卷,对420名韩国不同年龄和性别的消费者进行市场调查,运用探索性因素分析法对问卷分类,得到5种FRL类型;通过对上述对象进行聚类分析和交叉分析,导出5种类型消费者的人口特征、绿茶消费现状和消费行为。研究发现,健康组人数在5组人群中最多,占总调查数的32%,其中50%的人饮绿茶每月80杯以上,20%的人每月茶叶消费大于51g;而安全追求组中30%的人群月消费量大于51g。77%的人群月购买力小于15000韩元。分析表明,为推动韩国绿茶消费,生产者应采取如下策略：积极争取高兴趣组人群,科学引导安全组和健康组的购买欲望,以及为简易追求组开发快速方便茶饮品等,以满足各类消费者和消费市场发展的要求。

The marketing segmentation by Food-related Lifestyle (FRL) makes producers understand the consumption correctly, which is helpful for the producers to get marketing target and establish marketing strategies. The study collected 420 questionnaires from Korean and separated consumers into five FRL types by exploratory factor analysis, they were categorized as convenience-intention group, high-interest group, safety-seeking, health-seeking group, and passive group. Finally, chi-square test and cross-over analysis were applied to research the character features, consuming situation and behavior of consumers in Korea. Based on one month’s consumption, the health-seeking group occupied 32% of total investigators, 50% consumers drank more than 80 cup of green tea, 20% consumers bought more than 50g tea in this group. 77% of total questionnaires spent less than 15000 KRW per month for green tea. High-interest group had the highest potential for consuming green tea. To promote the tea consumption in Korea, the tea producers should pay more attention to the health-seeking group by propagating the effect of tea drinking on the health of human bodies, make more high-interest group consumers like tea, and develop new instant tea products for the convenience-seeking type consumers.