Research On The Optimization Of The Marketing Strategy Of Tujia Tea Cultural Products Of Hubei Hefengxinnong Tea Company

China has a long history of tea production and trade.Tea is the agricultural product with the richest cultural connotation,and tea culture is an important part of the culture of an ethnic group.The excellent natural ecological environment and the historical heritage of ethnic minorities in the Tujia region of Hubei Province have made the unique tea culture of the Tujia.As a part of the cultural industry,the tea culture industry is deeply affected by the macro policies and industrial development of China’s economic development.This paper takes the Tujia tea cultural products of Hubei Hefengxinnong Tea Company in Hubei Province as the research object.At present,the market share of the company’s tea culture products in the local minority areas is not great.With the development of the market,the company needs to make adjustments and breakthroughs in the marketing strategy of the Tujia tea culture products in order to further expand the market share and increase product sales.The purpose of this study is to provide such companies with a set of scientific and comprehensive marketing strategies to improve the competitiveness of ethnic tea culture products of tea enterprises in the market.Based on the relevant theories of management and the marketing practice of Hubei Hefengxinnong Tea Company in Hubei Province,this paper conducts a targeted research on the Tujia tea cultural products of the company.On the basis of the current marketing situation of the Tujia tea cultural products of Hubei Hefengxinnong Tea Company in Hubei Province,PEST is used to analyze the macro environment and external key factors of the company’s tea cultural products,Porter’s Five Forces Model is used to analyze the industry environment of tea culture products,and SWOT Analysis is used to analyze the company’s strengths,weaknesses,opportunities and threats in detail.On this basis,the STP theory is used to segment the market,select and position the target market,and finally the 4Ps theory is used to put forward optimization suggestions and safeguard measures for the marketing strategy of the company’s Tujia tea culture products from the aspects of products,prices,channels,etc.The research results have helped the development of Tujia tea culture products of Hubei Hefengxinnong Tea Company in domestic tea market,and also provided reference for the marketing management of similar enterprises.