Research On Marketing Strategy Of B Tea Drink Fresh Fruit Tea

In recent years,China’s per capita consumption capacity and disposable income have been rapidly increased,with more diversified consumption by residents.The generations after 1990 s and 2000 s,who were born and raised during the period of China’s rapid economic growth,have shown strong cultural confidence and have a strong interest in China’s traditional culture.Tea culture,as an indispensable part of Chinese culture,is becoming more and more popular among young people around the world.On the basis of tea culture,the birth of new tea beverage has brought new opportunities for the traditional tea industry.Relevant statistical reports show that it is expected that the global tea market will grow to more than $260 billion in 2022,and the domestic tea market has gained a hundred billion yuan in 2021,with more than 300 million new consumers of tea.The competition among the brands behind the prosperity of the new tea beverage industry has intensified.The problem of serious product homogenization,and difficulties in stocking small and medium-sized brands has led to a negative growth rate in some stores.In this case,the strength of the core competitiveness of enterprises and brands is particularly important.In order to take a place in the industry,enterprises should adjust their marketing strategies according to the market and the industry and the form of competition.Based on the above background,this paper conducts a study on the current marketing situation of B tea beverage.In the process of research,first of all,the current marketing status of the fresh fruit tea of the B tea beverage was reviewed from four aspects: product,price,channel and promotion,and a market survey questionnaire was designed for the current situation.The questionnaire was distributed online and offline,and the feedback data from consumers were collected and collated and the data were analyzed to identify the current problems in the marketing of the fresh fruit tea of the B tea beverage.By analyzing the macro environment and micro environment faced by the fresh fruit tea of the B tea beverage,the SWOT analysis method was applied to derive the strengths,weaknesses,opportunities and threats of the fresh fruit tea of the B tea beverage.By drawing on the experience from the classic cases,feasible solution ideas were proposed for the marketing problems identified above.On that basis,the fresh fruit tea of the B tea beverage selected a differentiated marketing strategy.The 4P marketing mix theory was applied to put forward corresponding optimization suggestions: In terms of products,it is important to enrich and innovate the product range,and to pay attention to the control of product quality as well as the consumer experience of the products and the brand building.In terms of price,the price range of products should be enriched,and differentiated pricing should be adopted to provide products with prices that meet the different needs of high-end,mid-range and low-end customers,combined with discounts for different consumers.In terms of channels,the development of online channels should be strengthened,the control of stores should be enhanced,and cooperation channels should be strengthened to provide consumers with a multi-scene and high-quality consumer experience.In terms of promotion,the promotion of public relations and advertising should be given more importance to strengthen the connection with consumers,while improving the effectiveness of personnel promotion and business promotion.As the leader of the low-end tea and beverage brand,the fresh fruit tea of the B tea beverage has also emerged with numerous problems behind its rapid rise.This paper combined a modern marketing concept with the existing performance,and a systematic planning in marketing to determine the marketing strategy of the fresh fruit tea of the B tea beverage.From a theoretical point of view,the analysis of the new tea beverage market and the market environment in faced by the fresh fruit tea of the B tea beverage enriches the study of this market and expands the field of application of modern marketing theory.From a practical point of view,with the help of modern marketing theory,through the systematic and scientific development of marketing strategies,it is effective in enhancing the competitiveness of the fresh fruit tea of the B tea beverage,which provides guidelines and references for the development of other enterprises in the new tea beverage industry and promotes a healthier development of the new tea beverage industry.