Research On Social Media Marketing Strategy Of Y Company’s Tea Bags

With the development of Internet information technology,online information acquisition methods gradually replace traditional methods,especially in the era of Web2.0,more and more consumers begin to obtain information they are interested in through social media.Social media marketing has become a very important new marketing way.At the same time,along with economic development and consumption upgrading,China’s traditional tea drink industry has gradually entered the era of new tea drink,and new tea drink markets such as tea making and tea bags have risen rapidly.At present,the application of social media marketing of new tea drinking enterprises is relatively high,while the application of social media marketing of traditional tea drinking enterprises lags behind.Although Y Company is one of the earliest tea companies to use "Internet + tea",its social media marketing started late and has not achieved good marketing results.Therefore,optimization of Y Company’s social media marketing strategy is an urgent topic to be studied.In this paper,combining industry potential and marketing development trend,based on the research of domestic and foreign scholars,tea bags of Y Company is selected as the research object,and the social media marketing strategy of tea bags of Y company is studied by comprehensive use of social media marketing theory and Philip Kotler 5A purchasing model.Based on the theoretical model,this study designed and carried out a questionnaire survey.Through the analysis of the survey results,the problems and defects existed in the five aspects of customer reach,attraction,inquiry,purchase and support of Y company’s tea bags were found.Then,the causes of the problems were further analyzed and corresponding countermeasures were proposed.Second,through brand value proposition output,enrich product value,optimize content marketing,increase customer attraction.Thirdly,optimize customer inquiry through the layout of key opinion leaders and the cultivation of key opinion consumers;Fourth,through strengthening emotional marketing,layout of new sales channels,promote customer purchase action;Fifth,promote customer support by strengthening customer relationship management and building a sharing reward mechanism.The research in this paper will help Y company gain insight into industry changes and marketing trends,effectively carry out social media marketing,solve problems encountered in actual operation,shape its competitive advantage in the emerging ecommerce field,and enable it to develop better.In addition,Y Company,as a leading tea enterprise that attaches equal importance to both traditional and new tea drinking sectors,has common problems with many current tea drinking enterprises in terms of social media marketing.Therefore,this paper can provide a reference for other tea drinking companies,and also provide a reference for social media marketing models of our tea drinking industry.