Research On Marketing Strategy Optimization Of Company A’s New Tea Brand

Chinese tea culture has a long history and is the crystallization of the excellent culture of the Chinese nation.Chinese have been drinking tea for thousands of years,and now tea is the most popular drink in the world.With the improvement of Chinese living standards and the upgrading of consumption concepts,as well as the pursuit of fashion,individuality and health,new tea drinks are favored by the majority of young consumer groups for their fashion sense,fun,participation,experience,excellent taste and diversity.Chinese profound tea culture makes the development potential of new tea drinks greater,and brings great opportunities to the globalization of Chinese new tea drinks brands.In 2018,Chinese new tea drinks industry witnessed explosive growth and became popular on all major social media in China.By the end of 2018,the number of new tea drinks stores in China exceeded 400,000,an increase of 70%compared with last year.While the number of new tea drinks stores increased,due to serious product homogeneity and insufficient competitiveness of small and medium-sized brands,there was also a trend of closing stores.It is of great practical significance to study the marketing situation of new tea drinks industry and provide suggestions for enterprises to optimize marketing strategies.It is of great potential value for the sustainable development of new tea drinks enterprises to attract a large number of consumers and enhance the influence of the brand with reasonable marketing strategies.Based on the above background,this thesis uses literature research method,questionnaire survey method and case analysis method to carry out research.The research content mainly includes the following aspects:First,the current situation of the marketing strategy of company A’s new tea brand is described;then combined with the questionnaire survey data analysis,find out the problems of the brand marketing strategy;finally,in view of the existing problems,the use of STP and 7Ps marketing theory,for the brand marketing strategy to develop effective optimization plan.Optimization strategy includes product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and service process strategy.By analyzing and summarizing the case of company A’s new tea brand,this thesis draws the following three conclusions:First,product is the core of the brand,and product innovation can keep consumers fresh for the brand,which is crucial to the marketing of the new tea brand.Secondly,it is the general trend to carry out online marketing with the help of new media platforms.New tea brands should seize the opportunity of the times to enhance their brand influence.Finally,the whole marketing and service process of new tea brands should be conducted from the perspective of consumers,It should attach great importance to the professionalism and consumer experience in the service process and constantly optimize the service process so as to promote consumers’ next purchase behavior.