Chongqing A Tea Marketing Problems And Countermeasures

Chongqing is one of the main places of the production of tea in China, and the tea is also a pillar industry in Chongqing. According to the statistics, till the end of Year 2008, Chongqing has 250 villages and towns with tea area over 1000mu, more than 300 rough and refining processing works,500,000 mu tea gardens, and 400,000 mu on-production tea gardens; the annual tea output is 16,800 tons, and the output value is RMB280 million. Among these the famous high-quality tea output is 1500 tons,9% of the total output, and the output value is RMB60 million, about 20% of the total output value, however, compared with Zhejiang province in the eastern tea region, it is lower by nearly 30%, and at least more than half of the tea is brought by top brands from outside. "Chongqing is almost the "production base" of the famous tea in China, but has hardly any nationally known tea enterprise or any outstanding tea brand.For the local tea enterprises with certain technical basis, it is the challenge and even the opportunity to stand up from the local market and then the national market. What need to do immediately for these enterprises are strengthening the marketing concept and improve the marketing management ability. It is very meaningful to combine with the actual situation of the enterprises and discuss how to improve marketing management ability. By integrating theory with practice, this thesis tries to propose a series of practical suggestions to improve marketing management ability.This thesis is mainly composed of the following four parts, and they are respectively:Chapter One, Introduction; Chapter Two, Main Theoretical Overview on Marketing Management; Chapter Three, Analysis of Marketing Situation in Enterprise A; Chapter Four, Suggestions on Marketing Strategy in Enterprise A.Chapter One Introduction. This chapter is to mainly introduce the research background and significance, research methods and main contents of this thesis.Chapter Two Main Theoretical Overview on Marketing Management. This chapter is to make the definition to marketing, explain the classical 4Ps marketing theory and the relative theories of band and marketing setting.Chapter Three Analysis of Marketing Situation in Enterprise A. This chapter is divided into two parts, the first part is to introduce the tea market structure in Chongqing and analyze the external marketing environment of the Enterprise A; the second part is to introduce the current marketing management situation from the five aspects of the products, the channel structure, the product pricing, and the product sale promotion and the organization structure design in Enterprise A.Chapter Four Suggestions on Marketing Strategy in Enterprise A. This chapter is to conform to the theoretical researching achievements, combine with the marketing management problems of lacking brand construction, inefficient channel management, etc in Enterprise A, learn the advanced experiences from the famous tea enterprises in China and abroad, and propose the suggestion at six aspects of the product brand construction, the channel management, the product pricing, the product promotion, the enterprise culture construction and the organization structure design.The core contents of this thesis is to make the explanations to 4PS Theory, combine with the analysis of the current marketing situations in Enterprise A, learn the successful experiences from the famous tea enterprises in China and abroad, and propose the marketing strategy suggestions at six aspects of product brand, channel, price, promotion, enterprise culture construction and the organization structure design. This thesis comprehensively adopts the methods of empirical researching and comparative researching and proposes a series of suggestions on the basis of 4PS Theory and combined with the actual situations of the enterprise.The main achievements of the thesis are to find out the problems on the marketing management in Enterprise A and proposes a series of marketing strategy suggestions with actual significance to Enterprise A on the theoretical basis.The discussions on China's tea market or regional market are many, but the discussions on actual enterprises are less. This thesis proposes a series of actual suggestions specific to the actual situations of the enterprise.