Abstract: In order to study the pre-purchase behavior of consumers online shopping tea, using the analytic hierarchy process, and based on the AHP model, from four indicators, 11 indicators, including the product characteristics, online store content, social reputation and brand promotion, etc., this paper studies the former behavior of consumer purchase of online shopping tea, at the same time, it evaluates Yunnan Pu'er tea according these indicators. The results show that the main indicators affecting the pre-purchase behavior of tea consumers' online shopping are tea quality, online network promotion and netizen evaluation. The comprehensive score of Yunnan Pu'er tea indicators is 3.287 8, and the comprehensive impact rate is 65.76%. Based on the above indicators, the corresponding strategies for tea network marketing development are proposed.