Research On The Marketing Strategy Of Maojian Tea Of Guizhou GX Compan

China is the world ’s largest tea producer and consumer.In recent years,the area of tea garden in China has expanded steadily,the output and output value have increased year by year,and the industrial scale has ranked first in the world.With the continuous development of China ’s tea industry,the market has gradually become saturated,and the competition among enterprises has gradually intensified.The number of domestic tea market enterprises is large,the number of leading enterprises is small,the number of family-style small workshops is large,the number of modern global enterprises is small,and the number of product brands is large.The strange phenomenon of fewer well-known brands has greatly hindered the development of the tea market.Therefore,how to break through the dilemma and seize the development opportunities to become the leader in the industry has become an urgent problem for tea enterprises.In order to understand the current marketing situation of tea enterprises and solve the problems of tea enterprises,this study takes Guizhou GX Company as an example,using STP market positioning,4P marketing theory knowledge,PEST and Porter ’s five-force model analysis tools,using literature research method to integrate relevant scholars ’ research results,using questionnaire survey method to understand the preference of tea consumers in Guizhou Province in choosing tea,their views on tea packaging,tea price performance and tea quality preference,and using case analysis method to understand the current application of Guizhou GX Company.The product portfolio packaging,product price,channel and promotion strategy are analyzed around the existing problems.This paper puts forward optimized marketing strategies from four aspects : product,price,channel and promotion,including grasping the ’ satisfaction point ’ of consumer products,adjusting prices based on the willingness of dealers and demand side,expanding channels and formulating differentiated channel marketing,and strengthening advertising promotion investment;provide safeguard measures from the four levels of organization,talent,technology and system,including improving service awareness and information construction level,strengthening human resource management level,strengthening enterprise technology research and development ability and investment,and strengthening marketing funds and personnel security.This study can expand the research direction in this field,enrich the research results,and provide marketing strategy reference for tea enterprises.