Research On Marketing Strategy Optimization Of Lincang PZ Tea Company

Tea originated in China and is popular in the world.It is a beautiful name card of China’s diplomacy.On numerous foreign affairs occasions,General Secretary Xi Jinping has used tea to explain China’s propositions with friendship.The 14 th five-year Period was an important period for consolidating the achievements of poverty alleviation and effectively linking up with rural revitalization.Tea,as an ecological,enriching and healthy industry,played an important role in poverty alleviation and rural revitalization.The state provided more policy support for the modernization and transformation and upgrading of the tea industry.At the national level,vigorous development of green ecological economy,transformation and upgrading of traditional industries and promotion of ecological civilization construction have brought new opportunities to the development of tea enterprises.In recent years,with the gradual improvement of the market environment,many tea enterprises flood into the market,the low-end tea market competition intensifies,high-end tea market is difficult to open,how to further strengthen the market management,development of market value,tea enterprises urgently need to solve the problem.PZ Tea Company was founded in 2009,is a small tea company mainly specializing in lincang tea production and marketing integration.Since its establishment,the company has made some achievements in production and operation,market expansion and other aspects,but in the face of other strong competitors,the company’s next step of development is difficult,into a dilemma.With the rapid development of "Internet +" and the arrival of the era of "traffic is king",the production,operation and sales environment of enterprises have undergone great changes,and the marketing mode of tea has further changed from the traditional marketing mode to the diversified marketing mode.How to seize the new development opportunities in the new historical period,build the core competitiveness of the enterprise,expand the market share,improve the stickiness of fans has become a problem to be considered by PZ Tea Company.Based on PZ tea company as the research object,this paper introduces the basic production and operation of PZ tea company,through the use of the STP marketing strategy and 4 ps marketing strategy analysis of enterprise at present in marketing present situation and the existing problems,and reuse the PEST macro environment and porter five analysis to the enterprise facing the macro environment and the tea industry environment.Based on PZ tea company internal and external environment and the marketing strategy based on the analysis of the present situation,has carried out a questionnaire,through the analysis of the results of the survey,the statistics PZ tea company in the marketing process of consumer demand,market orientation,etc,in the new era under the background of the marketing strategy from two aspects of the STP marketing and 4 ps marketing put forward the optimization scheme,Strive to solve the company’s current development bottleneck.