Cultural Industry Co., Ltd., Yunnan Tea Horse Road Tea Product Marketing Planning

In recent years, Pu'er tea's developmental tendency is very quick, but the market is in disorder. Though the bigger producer have advantage in produce process, it isn't tough enough in marketing development and brand appeal, however, there are innumerable capital seep into this industry continuously and which result in extreme competition in the mid-end and low-end market, but seldom exploit effectively in the high-end market. In 2004, Yunnan Chamagudao culture estate company deed in Pu'er tea market which positioning in high level but develop in an unfavorable situation for lack of marketing experience.In this article , using SWOT theory to analysis of Chinese tea market, discuss the Pu'er tea industry and its marketing development, brand and culture, after that to analyze the corporation's strong and weakness , eventually reposition the market and explicit the developmental direction of the high-end product, adjust to the marketing developing strategies, and implement the strategic goals.If Yunnan Chamagudao culture estate company intend to win competitions in intense marketing competition, there are three kind of jobs need to be done depend on the actual market situation: firstly, to specify the product positioning; secondly, make sure the product marketing to be done well; thirdly, to fully use brand and culture connotation of "Chamagudao" .