| Datian County,Fujian Province,is the town of mountainous tea,among the national important tea-producing counities and one of the ten ecological tea-producing counties.Until the end of 2017,there were 64,870,000 square meters of tea plant in the county and 2650 enterprises for tea processing which produce semi-finished tea 4330 tons of value 756,000,000 RMB.Along with the improvement of market economy,the demand of tea has returned to rationality and the market has become increasingly competitive,which brings difficulties to the development of tea industry in Datian County.In 2017,the increase rate of tea industry in Datian County is only 0.95%,on the year-on-year basis accompanying with problems,like unfavorable distribution channel,a lack of brand-building and low popularity.A new way should be found in order to maintain the consistent development of Datian's tea industry.In recent years,the concept of precision marketing turns from theoretical to rational.It has brought new idea for the breaking ice of traditional marketing predicament,seizing the new opportunities and increasing competition based on the precious positioning and specialization and effective communication to realize the expansion under low-cost.This article researches and analyzes the status quo of industrial development and marketing through field surveys and questionnaires,discussed the necessity for the execution of precision marketing on the tea industry of Datian County;adopted the PEST model to analyze the external environment for the development of tea industry and the execution of precision marketing strategy,and adopted the SWOT model to tease the resource advantages and constraints for the development of this industry and to discuss the possibility of the execution of precision marketing for the tea industry of Datian County.Integrating with precision marketing concept,the study is conducted under construction of local e-business,cooperation of big data platform and matching tourists' consumption,and the development strategy for this industry will be presented from three views,first,relying on precision marketing to build data for tea industry;second,focusing on marketing of word of mouth to realize ecological tea industry;third,develop leisure tea industry with the help of experience marketing.Via the statement and analyzation of theories of precision marketing and considering the specific industry conditions,this essay is designed to provide strategical reference for low-running cost,improving economical profit and realizing new development for Datian's tea industry. |
