Research On The Marketing Strategy Of Benwu Tea Company

China's tea industry has a long history and profound cultural heritage.There are legends that shennong tried hundreds of herbs to get the tea,and there are also tea classics compiled by lu yu.Tea flourished in the tang dynasty,flourished in the song dynasty and spread to all parts of the world.China is a major tea producer and the country with the largest variety of tea in the world.With thousands of vitality,tea has become an inseparable part of human culture.In the new era of advocating health,the tea industry will surely radiate new vitality.However,with the over-capacity of the tea industry,the competition will become increasingly fierce.How to make the best of the advantages and avoid the disadvantages,seize the opportunity and occupy a place in the market is one of the biggest challenges tea enterprises are facing now.This thesis has certain practical significance to study and analyze the related problems.Marketing strategy is the enterprise to customer needs as the starting point,according to the experience for customer demand and purchasing power of information and the expectations of the business world,related to the various business activities in a planned way,through mutual coordinated product strategy,price strategy,channel strategy and promotion strategy,etc.,to provide customers with satisfactory products and services,so as to realize the process of corporate goals.Typical marketing strategies include 4P's theory and 4C's theory.According to 4P's theory and 4C's theory of marketing strategy,this paper combines theoretical analysis with case study.The main research methods are: literature research,interview,chart analysis and field investigation.Taking this tea company as an example,this paper makes an in-depth investigation into its marketing situation,points out the problems in its marketing strategy,analyzes the reasons and puts forward the corresponding countermeasures.This paper is divided into eight chapters: the first chapter is general;The second chapter is related concepts and theoretical basis.Chapter three is for reference and inspiration.The fourth chapter is the marketing management analysis of the tea company.The fifth chapter is the current situation,problems and causes of marketing strategies of the company.Chapter six is the countermeasures and safeguard measures to solve the marketing strategy problems of the tea company.Chapter seven is the research conclusion.Through the case analysis of tea industry brands such as small pot tea,yifutang,LUPICIA,TWG,etc.,it is of great reference significance to the tea industry marketing.Further analysis of the company's basic situation,marketing status,to find out the main problems in its marketing strategy there are five: first,the product features are not obvious competitiveness is not strong;Second,the product logo is low;Third,product pricing by experience;Fourth,the construction of marketing channels lags behind;Fifth,the form of promotion is single.The main reasons for these problems are as follows: first,the product connotation and extension have not been seriously analyzed;Second,the importance of product packaging design is not enough;Third,there is no scientific product pricing process;Fourth,no channel analysis;Fifth,lack of systematic promotion planning.Based on the research and analysis,this paper puts forward eight countermeasures and Suggestions to optimize the marketing strategies of this tea company.Second,according to the characteristics of the product series design special edition packaging;Third,in the pricing strategy,to establish a scientific pricing system.Fourth,in terms of channel strategy,combining with the actual planning of enterprises and expanding marketing channels,we should strengthen the development of traditional channels and actively expand new channels.Fifth,in terms of promotion strategy,carry out promotion planning and increase promotion forms.Sixth,guarantee measures should be implemented from three aspects of talent,system and fund.The research results of this paper can also provide marketing management reference for similar tea enterprises.