Research On Optimization Of Network Marketing Strategy Of Xinyihao Pu’er Tear

Under the background of the continuous development of computer information technology and network,the most characteristic of The Times is the rapid development of e-commerce.As a featured agricultural product,Pu ’er tea is very suitable for online sales due to its storage-resistant nature.The development of e-commerce brings more opportunities to Pu’er tea.The old Pu’er tea enterprises use the Internet to expand their own sales channels,while the new Pu’er tea enterprises use the Internet marketing to quickly build brand awareness.The Internet has become a battlefield for Pu’er tea merchants.More and more Pu’er tea enterprises expand online channels,develop their products from offline to online,and greatly expand their marketing channels through the network sales mode.The online sales scale of Pu’er tea is constantly expanding.From the long-term trend,the online market scale of Pu’er tea maintains a rapid growth.For Pu’er tea enterprises,in order to further improve the ability of online sales,it is necessary to fully do the strategy of network marketing.By studying the Xinyi number of online sales enterprises of Pu’er tea,this paper analyzes the environment of the whole online marketing market of Pu’er tea.Then,from the perspective of consumers,combining the information collected in literature and the feedback information of online consumers of Pu’er tea around the author,the factors that consumers care about in online shopping of Pu’er tea are divided into price,brand,packaging,nutrition,logistics and service.Questionnaire survey and interview were conducted on online consumers of Pu’er tea,and problems existing in online marketing of Xinyi were found.Correlation analysis and regression analysis were conducted on individual characteristics and consumption behaviors of online consumers of Pu’er tea through data collected from the questionnaire,including the relationship between consumers’ propensity to buy tea and individual characteristics.The relationship between individual characteristics and preference of promotion means for online shopping of Pu’er tea.According to the information and data obtained from the research,the target market of Xinyihao is further analyzed,and it is determined that the target market of Xinyihao is the working youth consumer group with health needs.Then,some targeted suggestions are put forward for Xinyihao Pu’er tea enterprise from the aspects of product strategy,price strategy,channel strategy and promotion strategy.Finally,in order to ensure the implementation of enterprise marketing strategy,the author puts forward the safeguard measures of talent,customer service and warehousing and logistics.This paper hopes that through the research on Xinyi and suggestions on strategy optimization,it can better help enterprises to carry out online marketing of Pu’er tea,improve the competitiveness of the brand,expand the online sales scale of enterprises,seize the online tea market,and provide reference for other Pu’er tea enterprises to network marketing,so as to further optimize the online marketing of Yunnan Pu’er tea.