Study On The Marketing Strategy Of QC Corporation

In recent ten years, the tea market development is swift and violent, however the market competition situation is very chaotic, in the market still belongs to the lower end of tea varieties. Several large tea companies while in Pu’er tea production master is dominant, but in brand development, market expansion, the tea culture promotion are compared in terms of Sichuan of Trimeresurus, Zhejiang Longjing, West Lake Fujian Tieguanyin, differ very far. This form of tea quality does not match at all, how to let the tea into high-end market, show greater market value, is the domestic tea company is faced with the urgent need to solve the problem.In2006, QC started the company, specializes in pu’er. While in production, the initial operators obtained certain result, but in the face of other tea category and other franchise tea ’s strong competition, is said of an aged person. How to play the advantages of tea in the market, how to break out of an encirclement, QC company is a life and death match test.Based on this, this article through the QC company internal and external marketing environment analysis, elaborated QC company’s marketing environment, and puts forward specific marketing initiatives. The first combination of tea and the characteristics of internal operating condition, for QC company’s internal marketing environment is analyzed; and then combined with the internal environment, using the PEST method, five forces model on Potter’s macroeconomic environment, industry environment to conduct in-depth research, and in the third chapter, to tea production, consumption and the market as a gift trend of the environment are summarized; and then by the method of SWOT company actor inferior position, opportunity threat analysis; finally, market segmentation, positioning theory, marketing theory of4PS to QC company’s marketing strategy was described in detail, and a summary of the implementation of marketing strategy of safeguard measures. The author tries to through the analysis of this text, for QC company marketing to make some guidance.