Research On Marketing Strategy Of YR Tea Co.,Ltd.

In recent years,tea sales have continued to rise,and the tea industry has shown strong development potential and market demand.In this context,many tea leading enterprises have begun to emerge,making the tea industry market increasingly fierce,and the tea industry will face a new round of reshuffle.YR Tea Co.,Ltd.,as the largest manufacturer and seller of Yongchuan Xiuya in Yongchuan,Chongqing,how to effectively cope with the competitive pressure of the same industry market,seize the opportunity,occupy a large market share,and strive to achieve the first brand of Yongchuan Xiuya,and becoming a leading company in the entire tea industry has become an important issue that needs to be solved urgently.The analysis of the marketing strategy carried out by YR Tea Co.,Ltd.will undoubtedly promote the realization of this strategy,which has extremely important practical significance.This paper adopts literature research method,case analysis method and comprehensive analysis method,and takes YR Tea Co.,Ltd.as the research object.Through its marketing status and environmental analysis,it finds out that the current YR Tea Co.,Ltd.has low self-owned brand recognition and market development.Insufficient capacity,small propaganda and single product structure,and believe that YR Tea Co.,Ltd.needs to segment the consumer groups in the tea market based on STP theory and 4Ps theory,select the corresponding target market,and conduct accurate market for products.Positioning,from the product,channel,price and promotion four aspects of the YR Tea Co.,Ltd.marketing strategy,through the adjustment of sales plans,expansion of the target market,independent brand building,product diversification development,development of tea travel combined experience marketing,focus Customer management innovation and other marketing strategies,the science of its use in the specific practice of corporate marketing,I believe that will play a positive role in the marketing problems currently facing the enterprise,the kinetic energy of enterprise development will be further enhanced.Through the analysis of the marketing strategy of YR Tea Co.,Ltd.,the following conclusions are finally drawn.First,through the analysis of the marketing situation of the tea industry and YR Tea Co.,Ltd.,it is found that the tea industry has a good development prospect.YR Tea Co.,Ltd.has its own characteristics,mature production technology and relatively large development potential.However,the use of corporate marketing strategies is insufficient,market development capabilities are low,brand recognition is not high,and bottlenecks in development.Second,through the analysis of the macro-micro marketing environment,it is found that the marketing environment of YR Tea Co.,Ltd.is generally good.First,the policy has a higher support for the tea industry.Secondly,the demand for tea consumption continues to rise,and the technical level of the tea industry continues to increase.However,it also faces uncertainties caused by factors such as substitutes and potential entrants.Therefore,it is necessary to strengthen the company's own product development,quality control and brand building to maintain sustained and healthy development of the company.Thirdly,by analyzing the problems and causes of marketing of YR Tea Co.,Ltd.,it is found that due to the unreasonable use of marketing strategies by its operators and the influence of regional environment,there are low recognition of product independent brands in marketing,narrow sales channels,Issues such as small promotional efforts.Fourth,comprehensive use of marketing strategies,through market segmentation,selection of target markets,clear positioning of the market,and provide marketing strategies for YR Tea Co.,Ltd.from product,price,channel,and promotion.And use it scientifically in the specific practice of corporate marketing,and ensure the effective implementation of marketing strategies with measures such as marketing team construction,corporate culture construction,quality management mechanism construction,and supply-side reform.It is believed that these measures will play a certain positive role in the marketing problems that enterprises are currently facing,and the momentum of enterprise development will be further enhanced.