Research And Application Of Yunnan Pu-erh Tea New Media Marketing Strategy

Pu-erh tea is a unique geographical indication product of Yunnan and one of the most influential products in the cloud tea industry.With the rapid development of computer network technology and the growing maturity of mobile Internet technology,the Internet has changed the way the public lives and consumes,and more and more consumers are used to shopping online.How to make full use of new media to strengthen the optimisation and innovation of product strategy,channel strategy,price strategy,promotion strategy and brand strategy is of great significance to promote the development of Yunnan Pu-erh tea industry.This paper investigates the problems and countermeasures related to the new media marketing of Yunnan Pu-erh tea through the research methods of literature review,questionnaire survey,quantitative analysis and expert interviews.Firstly,the PEST analysis model and Porter’s five forces model are used to analyse the current environment of Yunnan Pu-erh tea new media marketing in detail from the macro environment and competitive environment respectively.As the leading product of the tea industry in Yunnan Province,Pu-erh tea is currently at the best time for development.Through the SWOT analysis of Yunnan Pu-erh tea new media marketing,the advantages of Yunnan Pu-erh tea new media marketing development at this stage outweigh the disadvantages,and there is much room for market development.Subsequently,1,200 questionnaires were distributed to Pu-erh tea consumers and 250 questionnaires were distributed to Pu-erh tea marketers.The analysis of the returned data showed that the personal elements of current pu-erh tea consumers,such as gender,age,permanent residence,education level,occupation and monthly income status,are inextricably linked to their consumption tendencies,while the professionalism of new media marketers in terms of skill quality,professionalism,visibility,price support,interactivity and feasibility of new media marketers’ skills all have a significant positive impact on the marketing effect.Combining the questionnaire data and expert interview transcripts,market segmentation based on STP theory classified pu-erh tea consumers into five types: those who pursue the taste of pu-erh tea,those who pursue the health benefits of pu-erh tea,those who use the social attributes of pu-erh tea,pu-erh tea collectors and potential consumer groups;it was suggested that pu-erh tea enterprises select two types of target markets: It is recommended that Yunnan Pu-erh tea new media marketing markets should be positioned in the medium and low-end price markets,the medium and high-end price markets,and the offline and cultural and creative product markets around Pu-erh tea.Combined with the 4P theory and the 4I theory,product strategies are proposed from the perspectives of product selection,product packaging optimisation,product differentiation,and service customisation;pricing strategies are proposed from the perspectives of pricing ideas,pricing strategies,and pricing techniques;channel strategies are proposed for online and offline channels respectively;promotional strategies such as cooperative promotion with KOLs and food bloggers,brand co-branding,conducting interactive social media activities,and organising tea culture marketing activities are proposed;and promotion strategies such as strengthening efforts to promote Yunnan Pu-erh tea products are proposed.The new media marketing strategy for Yunnan Pu-erh tea is based on five dimensions,including the promotion strategy of cooperating with KOLs and food bloggers,brand co-branding,conducting interactive social media activities and organising tea culture marketing activities,and the branding strategy of strengthening efforts to control the quality of Pu-erh tea products,standardising the company’s operation and telling a good brand story through new media.To ensure the implementation of the marketing strategy,three perspectives of building a professional new media marketing team,constructing an O2 O new media marketing model and perfecting the logistics and transportation methods are used to ensure the implementation of the Yunnan Pu-erh tea new media marketing strategy;three detailed and easy-to-use new media marketing plans for Pu-erh tea are designed based on three types of new media platforms,namely online shops,live streaming and sharing life.The selected topic of this paper focuses on the issue of new media marketing for Yunnan pu-erh tea.Although there have been previous studies on pu-erh tea,fewer studies have been conducted on pu-erh tea from the perspective of new media marketing,and few scholars have proposed complete countermeasures.The selected topic of this paper helps to promote the economic development of Yunnan tea industry and increase the income of farmers,and also makes some new explorations in the new media marketing of Yunnan Pu-Erh tea,and puts forward more complete countermeasures and suggestions.