Study On The Marketing Mode Of HX Electronic Commerce Tea Company

The development of national economy in China has promoted rapid increase forthe consumer market of tea. Along with the situation that Chinese tea is graduallyaccepted as the healthiest drink in21th century, international market will also providewider space and opportunities for Chinese tea companies. Therefore, expanding teamarket and popularizing tea brands through e-commerce platform is undoubtedly oneof the core problems for tea companies to consider and arrange in the process offormulating general strategic planning.HX Tea Company is a company specializing in medium and high-end brands.With elaborate operation and brand construction for decades, this company has madeexcellent achievements and grasped stable brand customer bases in traditional businessdomain, especially in the field of medium and high-end tea. However, with the rise anddevelopment of e-commerce as well as intensified competitive situation in tea industry,HX Tea Company can increasingly feel the lack of power in market and brand growth.Thus, it is in urgent need of finding new breakthroughs. This thesis studied themarketing mode of e-commerce conducted in HX Tea Company, with the aim offormulating scientific and reasonable marketing strategy for the company.This thesis analyzed the current marketing management situation of domestic teaindustry at first. Through analytical investigation for marketing situations of traditionaltea market and tea e-commerce market, the author put forward the major questionsexisting in present traditional tea marketing activities and people’s misunderstandingon recognizing tea e-commerce marketing. In addition, the author indicated that teacompanies must establish correct e-commerce marketing concept for achieving majorbreakthroughs in e-commerce domain.Secondly, from the viewpoint of integral development strategy and marketcompetition situation of HX Company, the author analyzed macroscopic social,political and economic environments as well as competitors of the company. Internaland external environmental conditions for the company to conduct e-commerce marketing were also studied together with SWOT matrix analysis on its advantagesand disadvantages, market opportunities and challenges. Based on the above analysis,the author indicated that the marketing mode of tea e-commerce for HX Companyshould combine core competition advantages of traditional field and e-commerce forconducting brand extension toward e-commerce domain. Thereby, it will expand theinfluence of enterprise brand and achieve new development.At last, based on the analysis on the company’s enterprise development strategyand SWOT matrix, the author put forward that HX Company should combine detailedmarketing strategies like website strategy, price strategy, product strategy, promotionstrategy and brand strategy etc. for conducting e-commerce. The author also conductedsystematic selection among a variety of schemes for specific measures of marketingstrategies. It was of great reference significance for HX Tea Company to conducte-commerce and formulate appropriate marketing mode and strategies.