Research On New Media Marketing Strategy Of K Tea Company

China is the hometown of tea.The culture of tea has a long history and is popular with the custom of tea.As people's demand for health tea and organic tea is getting higher and higher,from the cultivation and production to the packaging and sales,more and more attention is paid to the competition in the tea market.With the rapid development of computer network technology in recent years,the mobile Internet technology has become increasingly mature,and the threshold for access to the Internet has been continuously reduced.This not only brings more and more mobile Internet users,but also brings about a major change in people's consumption philosophy and consumption patterns.At present,tea companies have a high degree of popularity in the application of e-commerce platforms,and the degree of integration with other new media marketing platforms is relatively low.In an increasingly competitive environment,companies can find new opportunities for development in this area.K Tea Company is a retail company for the tea industry.With the new media marketing platform,the company's brand has been initially established.This thesis first makes a comprehensive analysis of the current status of the tea industry,through the market research of the industry,combined with the relevant theory of marketing,to analyze the marketing model and marketing platform of the new media.From the macro environment of the industry faced by K Tea Company as the entry point,the Porter Five Force Model is applied to analyze the internal environment of the enterprise.In the formulation of new media marketing strategy,based on the 4P theory,the 4I theory and the long tail theory are integrated to find a breakthrough for enterprises.The development of the Internet has brought about technological changes in "new media marketing." Combining the above theory with the specific operational characteristics of K Tea Company,firstly formulate corresponding marketingstrategies for enterprises,and then propose new marketing media models such as hunger marketing,customized marketing,IP marketing,etc.,recommend new media marketing platforms suitable for corporate promotion.Finally,propose safeguards for business development.It will be a reference for the new media marketing of K Tea Company and other tea companies.