New Tea Bag Product Launch Integrated Marketing Communication Planning Plan For BeiYan Tea Company

New tea bag product launch integrated marketing communication planning plan for Bei Yan Tea Company SPECIALIZATION: Master of Communication and Journalism POSTGRADUATEL: Wu Jingwen MENTOR: Associate Professor Hu HanhanThe continuous development of new retail models on the Internet has forced the transformation and upgrading of tea marketing models.The market environment is becoming more and more complex.Bei Yan Tea Company still uses traditional thinking and business methods.It does not pay attention to the dynamics of competitors in time,cannot deeply understand the changes in consumer demand,and the way to use communication channels is relatively simple.These shortcomings are more It has become more and more obvious that there have been some small mistakes in the brand development.Today,the market share of foreign tea brands is difficult to increase,new types of tea shops are expanding,and many new domestic tea brands are becoming stronger on e-commerce platforms.Our country's traditional tea brands are facing a major reshuffle.Few traditional tea brands will survive,and a large number of brands will die if they do not act as quickly as possible.This planning plan will provide Bei Yan tea company with a new way of thinking: to strengthen the connection with rock tea,embrace young consumers,quickly increase its popularity,seize the market position of high-quality ROUGUI tea,and gain consumers Good impression,then promote the market share of the product,change the brand impression.This planning plan prepared a lot of literature and distributed two questionnaires;completed market research on brands and competing products,insight into potential consumers,and clarified brand advantages;designed new products and a series of marketing activities to build core competitiveness;Planning a targeted media placement strategy to help Bei Yan tea company accurately disseminate to users;data analysis,text research and consumer experience research,observation and evaluation of advertising effects.Through the construction of this integrated marketing communication model based on AISAS rules,it helps Bei Yan tea company to achieve product innovation,crowd innovation,and brand renewal,so that it can successfully transform and upgrade,in the context of the rapid development of Internet e-commerce.