Research On Live Broadcast Marketing Strategy Of Y Tea Company

New network marketing models have emerged as a result of the rapid growth of mobile Internet technologies.The traditional sales mode of tea in China is facing difficulties such as fierce competition and cost increase.However,online live marketing can make consumers understand tea products in a more three～dimensional and intuitive way and carry out interactive experience in virtual shopping,so as to convert consumers’ attention into purchasing power.From the perspective of marketing and consumer behavior theory,this paper studies the live broadcast marketing strategy of tea product enterprises,takes Y tea enterprise as a research example,uses SWOT analysis tool to analyze the current situation of live broadcast marketing of Y tea enterprise,and puts forward the problems existing in the current live broadcast marketing of Y tea enterprise.Using SICAS model and marketing theory,this paper optimizes and improves the live broadcast marketing strategy of Y tea enterprise from five aspects: sense stage,interest & interactive stage,connect & communicate stage,action stage and share stage.In view of the problems existing in the current live broadcast marketing of Y tea enterprise,such as general network publicity effect,insufficient creativity and quality of live broadcast content,insufficient ability of anchor and operation team,poor channel planning and transformation,insufficient user sharing,this paper proposes to optimize the selection of live broadcast platform,strengthen event marketing,establish multi～user contacts,strengthen the image shaping of anchor and professional training of live broadcast team,enrich live broadcast scene design,introduce tea culture,clarify live broadcast product positioning,strengthen interactive communication,innovate live broadcast mode,take multiple measures to improve order conversion rate,optimize user experience,plan channel logistics distribution,strengthen live broadcast repeat analysis,and pay attention to word～of～mouth communication,so as to strive to create fan economy.In addition,Y tea enterprises should focus on ensuring that the live broadcast marketing strategy is implemented properly,including strengthening enterprise quality management and team building,integrating marketing channels and improving the level of informatization.The research on the live broadcast marketing strategy of Y tea enterprise also provides a reference for traditional tea product enterprises and promotes the transformation and upgrading of marketing strategy of tea enterprises.