The Research Of Marketing Strategy For Y Company's Black Tea

In the last few years,the black tea of Anhua industry is developing rapidly.at the end of 2016,Anhua black tea has achieved comprehensive output value of 12 billion 500 million yuan,has been ranked first for ten consecutive years,the tea processing capacity of 65 thousand tons,2016 China agricultural brand research center Chinese tea brand value assessment research group released the results of "Anhua tea" brand value of 1 billion 913 million yuan,ranked 19 of 2016 China tea regional public brand value ranking.Because of the rapid development of Anhua black tea,more and more new black tea enterprises.In 2016,there were more than 200 Anhua black tea marketing enterprises,and the market competition became more intense.Anhua tea enterprises want to occupy a seat in the tea market,essential for the correct marketing strategy,marketing strategy accurate market positioning,reasonable is the basic way to realize the aim of enterprise marketing,is the priority among priorities for the survival and development of enterprises.This article is in this background,through in-depth analysis of the Y structure and sales status of tea company,so as to understand the causes of the problems and problems of Y tea company marketing;at the same time,using the PEST analysis method to analyze the current marketing faced Y tea company's environment of political?economic?social technical to for the choice of marketing strategy.On basis of the above research,based on the STP theory of market segmentation,target market selection,market positioning and marketing theory of 4Ps product strategy,price strategy,channel strategy and promotion strategy as the guidance of the proposed development of the marketing strategy of Y company's new tea products,price,channel and promotion strategy.At the same time,in order to ensure the smooth improvement of all marketing strategies,the marketing and marketing measures,customer service,staff motivation,cost control,R&D and brand protection are formulated and implemented.This paper will provide Y tea company to the next phase of the marketing direction and provide the reference for the enterprise,can lay the foundation to improve the tea market share in the fierce competition environment,so as to enhance the core competitiveness of Y company for the development of tea industry,make the enterprise better and faster,and hope to a certain extent for the development of tea the industry to provide theoretical support and method guidance.