Studies On Marketing Strategies Of Hunan Dark Tea Based On Consumer Behavior And Buying Inclination

Hunan dark tea has a long history with rich cultural heritage, unique processing technology, and excellent quality, but dark tea was sold to the border for a long time. Recently, consumption of dark tea has become a fashion, thus increasing the demand of dark tea, which is a great opportunity for Hunan dark tea industry. Therefore, it's of important significance to make analysis on the status quo of Hunan dark tea industry, consumers'purchasing behavior, buying inclination, and using modern marketing concepts to explore marketing strategies and innovation of Hunan dark tea.Based on the marketing theory, with the survey data from Hunan dark tea enterprises, this paper summarized the advantages and disadvantages of dark tea and the opportunities and threats it faces using SWOT matrix, and then used Five Competitive Forces model to analyzes the current situation of Hunan dark tea industry. Using the survey data from consumer, this study made factor anlysis on the Hunan dark tea's consumers with the statistical software SPSS 16, the factors which affects consumers'purchasing behavior were classified into five categories, namely, promotion of factors, support factors, economic factors, product factors, origin and value-added factor. After the Logisitc Regression model analysis on the consumers' buying inclination, this paper put forward the product strategy, brand strategy, pricing strategy, place strategy and promotion strategies of Hunan dark tea based on the 4P marketing theory.This paper was divided inti six chapters. The first chapter was an introduction to describe the purpose and significance of this study, provided an overview and evaluation of the existing researches on music education, and briefly introduced the idea and methods of this research. ChapterⅡprovided an overview of relevant theoretical basis. ChapterⅢanalyzed the current situation of Hunan dark tea industry based on the SWOT matrix and Five Competitive Forces model, with the data from survey. ChapterⅣestablished the Factor analysis model to make an empirical analysis on consumers'purchasing behavior in Hunan dark tea. ChapterⅤanalyzed the consumers'buying inclination on Hunan dark tea under two different conditions with the Logistic Regression model. ChapterⅥproposed the marketing strategies of Hunan dark tea based on the 4P marketing theory. Chapter VII made a summary on the whole paper and pointed the inadequacies.