Research On The Development Strategy Of Anhua Dark Tea Based On Empirical Analysis

Anhua dark tea is one of the six basic teas and belongs to post-fermented tea.The main products include Fuzhuan,Heizhuan,Huazhuan,Qingzhuan,Xiangjian,etc.Anhua dark tea has a long history and unique processing technology.In ancient times,part of it was sold domestically in Shanxi,Shaanxi,Gansu,Suiyuan,Ningxia,Xinjiang,Tibet,Mongolia and other places,and part of it was processed and pressed into bricks,especially called "brick tea".In recent years,with the improvement of quality and efficiency of black tea processing technology,the health benefits of black tea in regulating gastrointestinal function,reducing fat and losing weight,etc.have been known to the world.The taste and consumption of black tea have become one of the hotspots of modern life.The black tea industry has also developed rapidly.However,there are still relatively few studies on consumers’ willingness to buy Anhua dark tea,especially black tea products of small and medium-sized enterprises.It is of great significance to analyze the status quo of Anhua dark tea industry and the purchasing behavior and willingness of dark tea consumers,and to use modern marketing concepts to explore the marketing strategies and innovative methods of Anhua dark tea companies.Based on the research theories in related fields at home and abroad,this paper combines the development status of Anhua Jiuhong Tea Industry,and uses the SWOT matrix to summarize the advantages and disadvantages of Anhua Jiuhong Tea Company and its opportunities and threats.The research found that: Jiuhong Tea Industry is in Under the current environment,it is necessary to expand the scale to form a complete industrial chain,consciously carry out brand marketing,and increase publicity investment.Then,this research conducted a questionnaire survey for different consumers,analyzed the factors that influence consumers’ willingness to buy Anhua dark tea,and then proposed product improvement strategies and marketing strategies.