Yi Qingyuan Dark Tea Business Strategy Research Based On Precision Marketing

With the improving of people’s living standards, health awareness increasing, asone of the six major tea Hunan tea is gradually being recognized for its health carefunction, in recent years to grow very rapidly. It brings new opportunities to Hunantea enterprise marketing, but also brought a challenge, on the one hand, more andmore new enterprises, Pu ’er tea tea recovery make tea is facing more and more fiercecompetitive environment; on the other hand, the increasing marketing costs, themarket is more and more obvious also encourage tea enterprises to break through thetraditional sales philosophy, seeking lower cost of marketing communication.From Philip. Kotler proposed the concept of precision marketing, precisionmarketing idea has caused the majority of enterprises concerned. This paper explainsand analyses the definition and characteristics of precision marketing, the main task ofenterprise implementation of precision marketing: market positioning must beaccurate, precise marketing information, and establish the marketing communicationto precise fine management mode and supporting.The Yiqingyuan tea industry limited company is a small and medium-sizedprivate enterprises, through the analysis of the Yiqingyuan facing the externalenvironment and internal environment, combined with the current marketing situationYiqingyuan enterprises, pointed out the main problems Yiqingyuan tea company teamarketing needs to solve the fuzzy problem: brand image; customer development andmaintenance of advertising effect is poor. Based on the analysis of these problems,considering the precision marketing theory "accurate","low cost","efficient" andother characteristics, the thesis puts forward the strategies of improving Yiqingyuantea marketing, precision marketing based on: a niche strategy, namely the main targetmarkets clear enterprise should to domestic-oriented edge pin as a supplement, thetarget population of enterprises should lock in high-end urban population, andrecommended brand "image of green ecological"; two is the accurate informationstrategy, by strengthening information collection, a good grasp of market information,marketing information and customer information, at the same time to build customerdatabase and consumer database, establish basic information for enterprises to carryout precision marketing; three is accurate communication strategies, mainly for thelarge customer communication, communication platform construction and precisionadvertising puts forward relative suggestions; four is the fine management strategy, and consider the corporate culture, customer service, channel management and otheraspects of management elements, to enable enterprises to gradually move toward thefine management. Finally, in view of the actual need of enterprises to carry outprecision marketing, organizational structure, the Yiqingyuan tea limited companymarketing system and product development also gives the corresponding suggestions.This paper aims at the study and analysis of the precision marketing theory,combining the Yiqingyuan marketing practice, to explore a set of suitable for thedevelopment of precision marketing strategy, also hope to provide a useful referencefor other similar enterprises.