Marketing Strategy Research Of Shanxi PX Tea Company Based On The "Internet +" Background

China is a major tea producing country of the world and a major consumer of tea.With the continuous improvement of people's living standards,the demand for health drinks such as tea is also increasing.However,in the real economy,sales of tea are still dominated by store selling and relationship marketing.In addition,there are numerous domestic tea companies and competition is quite fierce.The tea industry is faced with the bottleneck of development showing as“many categories but no outstanding brand”and companies of the line are“large but not strong".Hanzhong city of Shaanxi,as a high quality tea producing area in northwest China,has a unique climate and geographical advantages,which makes the local tea quality excellent.However,as many other tea companies in China the local companies are faced with many difficulties and their development is limited in many aspects.This article analyzes the current status of the domestic tea market and tea products in order to find out the problems the industry is facing.In addition,Shaanxi PX Tea Company,a local Hanzhong tea company,was selected as the representative to analyze its existing marketing model and SWOT analysis was conducted upon it.STP theory is also used to its market segmentation and market positioning.In the Internet age,although the essence of business has not changed,it has brought a subversive change in skills.This paper combines modern marketing theories and the “Internet+” background,uses Internet questionnaires to collect and organize data,uses SWOT analysis to analyze the environment the company faces,and uses STP analysis to conduct market segmentation and market positioning for tea companies.It develops practical marketing strategies in terms of product,price,place and promotion,aiming to solve the marketing difficulties faced by Hanzhong tea companies and open up new prospects for tea sales.