Y Company Dandelion Root Tea Taobao Shop Marketing Strategy Research

With the rapid development of China’s social market economy,people’s cultural level,material living level and spiritual living level are constantly improving,and their demand is also increasing.At the same time,with the word "Internet +" appearing for the first time in Premier Li Keqiang’s government work report,a new economic model and format are accelerating transformation,and the network marketing model is maturing,while giving reliance on traditional marketing models.Enterprises and businesses have brought shocks.The new marketing model has brought new opportunities to Dandelion Root Tea,which does not use traditional marketing skills.The opportunities for competition are relatively more,and the competitive environment is relatively fair.This article takes the company’s Dandelion root tea Taobao shop as the research object,and firstly expounds the relevant marketing theory used.Secondly,we inspected the company’s dandelion root tea Taobao store,grasped its product,price,operating status,channel and other operating information,analyzed and evaluated the current marketing status of the store,and found that there are more prominent problems: store traffic Serious shortage;single product variety;old tea packaging updates are not timely;product innovation is insufficient;promotional efforts are insufficient;marketing channels are narrow,etc.,store operations are still at a disadvantage in online marketing.Secondly,through the use of PEST marketing theory,from the external economic,social,policy,technical and other aspects and the behavior of competitors and consumers,etc.,analyze the impact of the environment of the company’s Dandelion root tea Taobao store on the marketing of Dandelion root tea.Then the author uses a questionnaire survey to understand and master the characteristics of consumers ’shopping habits,and further analyzes and sorts out the consumers’ purchasing behavior.Based on the marketing environment analysis and questionnaire data of the Dandelion Root Tea Taobao Store of Company Y,the marketing strategy design and optimization of the store and products are carried out.Through market segmentation,selection of target markets and determination of product positioning,new products are centered around Position and formulate product strategy,price strategy,promotion and channel strategy,and formulate design optimization strategies for store homepage and detail interface.Finally,starting from the whole company Y Dandelion Root Tea Taobao store,from the aspects of establishing modern marketing concepts,ensuring quality and safety,focusing on integrity management,and establishing customermaintenance guarantees,to ensure that the store’s marketing activities can be smoothly carried out in the next operation In order to gradually increase customer traffic and sales volume in the highly competitive e-commerce,and thus increase the market share of its stores.