The Research On The Marketing Strategy Of SS Chain Of Casual Tea Company In QuanZhou Market

Street drinks in China has developed rapidly,and to join the chain form of rapid expansion of the market.At present,the market has emerged "Co Co tea","happy lemon","fruit time" and many other drinks chain brand,at the same time,there are more and more brands to join the current beverage market competition.For casual tea companies,the current market opportunities and challenges coexist.On the one hand has a relatively broad consumer market,on the other hand,the entire industry is very competitive,to the enterprise market development has brought great challenges.Faced with fierce market competition,leisure tea business how to plan marketing strategy has become an important issue.This article takes the market development strategy theory,the consumer purchase decision theory,the 4Ps marketing theory as well as the joining chain theory as the research basic theory.Through the use of PEST analysis and SWOT analysis method,this paper explores the advantages and disadvantages of the company,and analyzes the external environment of SS chain tea company.Based on the 4Ps marketing theory,the marketing strategy of SS chain tea company was developed based on the development strategy theory,the consumer purchasing decision theory and the franchise chain theory.This article believes that SS chain leisure tea company can be the main resources applied to products,prices,channels,promotions and so on.In terms of products,we should make full use of the technical advantages of the headquarters,vigorously innovation,highlight the characteristics of the product and the differences with competitors,and to strictly control the quality of products,and strive to become the market leader.In terms of price,although the price of leisure tea is usually not high,consumers are less sensitive to the price of the product,but in order to enhance the profitability of a single store,the company also need to optimize the product menu design,product prices as much as possible optimization.In the channel,to establish a franchise evaluation system,a clear franchise site selection,staff configuration,investment scale and other requirements,unified franchise store decoration style,unified staff training content,make full use of network marketing channels.In the promotion,we should pay attention to the company’s product brand building,enrich the company’s product brand connotation.Multi-directional advertising,enhance thecompany’s product brand awareness.Rich sales terminal marketing.To ensure that the scheduled marketing strategy can be effectively implemented,this paper also proposed a series of marketing security measures,such as strengthening the company’s internal management,improve the incentive mechanism,expand network marketing.Through this study,hope to other chain of leisure tea companies to develop marketing strategies to provide a reference,in general,leisure tea company should increase efforts from the development of products,expand marketing channels,increase brand promotion,Network and system construction.