Reaearch On Marketing Strategy Of Rizhao Bibo Tea Co.,Ltd.

Tea known as the Chinese national drink.China is the largest tea consumer and producer in the world,with the green tea of hairdressing to raise color and anti-radiation effect recognized by more and more consumers.green tea has a broad market prospect.Rizhao green tea is called "green tea newly nobility",and it with advantaged natural condition,its nutritive value is recognized by the world tea house,and it contains the business opportunity.Rizhao Bibo tea co.,LTD.,as to begin early sunshine green tea production and sales of enterprises.In recent years,its original competitive advantage shrinking profits also unsatisfactory.How to combine the characteristics of the tea itself and change which is the difficulty from the perspective of marketing.And it is vital for the development of enterprise survival.In this paper,the writer combine with the working practice and through on-the-spot investigation study,and questionnaire survey method,with the SWOT theory,STP theory,4 ps marketing theory and AHP analytic hierarchy process(AHP)to support.An analysis of Bibo green tea marketing.Firstly,the marketing status of Bibo green tea is analyzed and summarized.Based on the survey of customer satisfaction,the crux of current marketing situation is analyzed.Using the SWOT analysis method,analyzes the internal and external environment,with green tea to combined with AHP analytic hierarchy process(AHP),AHP analytic hierarchy process(AHP)model is established,by experts to determine weights of evaluation system,it is concluded that the optimal development of bibo green tea strategy.Combined with the previous analysis results,the market positioning and target market selection of Bibo green tea was re-established,and new products,prices,channels and promotion strategies were proposed to face the market competition.Finally,to ensure the smooth implementation of marketing strategy,the protection measures are put forward from the perspective of changing marketing concept,developing diversified marketing,strengthening the management mechanism of internal marketing,and perfecting the evaluation control adjustment mechanism.