Research On Marketing Strategy Of Wuzhou Maosheng Tea Co. Ltd

In recent years, Liu Pao Tea maintains a sound momentum of development and a good market prospect. However, large productive enterprises are not strong in market expansion and brand appeal in spite of holding advantages in production. Socially a massive amount of funds continue to infiltrate into this industry, which bring fierce competition in low-end market and rare exploration in high-end market in contrast. So how to take advantage of their own marketing strategy for self-development in order to gain the largest market shares in such intense competition, has become the principle preoccupation of many Liu Pao Tea enterprises. Wuzhou Maosheng Tea Co. Ltd has begun to produce Liu Pao Tea since it was founded in 2003. Its products include high-end, middle-end and low-end merchandise and get several awards. But the company doesn't develope very fast because of marketing strategies. Taking Wuzhou Maosheng Tea Co. Ltd as an example, This article analyzed the market of Liu Pao Tea and attempted to seek a marketing strategy that matches the internal resources of medium and small-sized Liu Pao Tea enterprises so that these enterprises can not only make all use of external circumstances but also avoid the competition menace effectively.Committed to integration of theory with practice, this article analyzed the competition condition and trend of Liu Pao Tea business in China, combined marketing administration theory and strategy administration theory with actual experience of medium and small-sized enterprises, analyzed the external circumstances, internal resources and marketing point of Wuzhou Maosheng Tea Co. Ltd as an example and pointed out the importance of geographical indication in Liu Pao Tea marketing. We remade a market positioning, defined the orientation of the high end gift market and got a suitable marketing strategy by using SWOT analytical method. To ensure the successful implementation of marketing strategies, in this article, we also further discuss the marketing strategy and insurance system that matches the products, price and channels. The purpose of this research is to combine theory with practice and provide some references for medium and small-sized Liu Pao Tea enterprises about how to set marketing strategy in the intense market competition.