Wuyi Tea Enterprise E-commerce Development Status And Countermeasure Research

In the 21st century, the electronic commerce unfolds in front of everyone with a new form of economy situation. It is booming as never before in the world. The electronic commerce is the companies' business activity that resorted to Internet technology, which can provide services of commodity information distribution, consultation and negotiation, online ordering, online paying and others and effectively reduce the flow of goods in the middle of the link and reduce costs. Electronic commerce has gradually become an important impetus for changing people's production and life style.Wuyishan is a famous scenic spot in China,with a long history of tea.Tea industry has become an important characteristic advantage industry that balances Wuyishan urban and rural development, promoting the local economy,promoting the local population increase.By the end of 2016, the number of the companies registered in Wuyishan has been over more than 3 thousand. Most of the company's traditional market in Wuyishan has achieved remarkable results and has a relatively stable customer line consumer groups below the line.But with the online electronic commerce gradually intensified and leap, in under the new market economy increasingly fierce competition situation of tea industry,the traditional sales and brand lost traction Wuyi tea enterprise line value, need to be changed in order to achieve new breakthroughs. In this paper, the development of ?? Tea Co., Ltd. development of online e-commerce marketing model for research, in order to find a suitable business online, offline with the marketing strategy.Through the research on the mode of Wuyi tea industry research, through the use of data analysis and empirical, in Wuyishan local tea enterprises as an example, according to the Wuyishan local well-known top tea enterprise e-commerce problems of Wuyi tea enterprise to enter the field of electronic commerce and business model and development strategy success should be taken, in order to find out a suitable for the development of electronic commerce in Wuyishan when the tea enterprise mode.1.Wuyi tea enterprises in essence based on resources and has great advantage, but because of the influence of traditional thinking development, there is a small scale, single product structure and conservative thinking and other shortcomings, to carry out the field of electronic commerce is in the most simple way based on the existing mature third party platform to operate.2. Wuyishan tea consumption on the line by the male,30% higher than that of Wuyi tea consumption concentrated in the age groups between the ages of 16-35.This part of the population of the monthly income is concentrated in the 2000-6000, mainly the purchase price is 199 yuan in the Wuyi tea.And in a short time, a large proportion of repeat purchase. This part of the consumer to have more than medium culture of young people, they will consider the various factors of tea products to buy, but they are more inclined to have the brand of Wuyishan tea enterprises. And the line of consumers is to have a certain economic capacity of middle-aged men, they are mainly concerned about the quality of tea, Wuyishan tea collection has a certain degree of certainty.3.The future trend of the 3, Wuyishan tea enterprises as a "sales+online and of fline experience" as the main line, to consumer demand, with high quality tea products based on collaborative development, to promote stable online, online situation under the line to the line, and gradually expand the scale and influence of enterprises.4.aiming at the problems faced by Wuyishan's tea enterprises in the process of carrying out the activities in the field of e-commerce, and thus put forward the strategy of SWOT matrix and B2C and 020 model of e-commerce strategy.5. Xiangjiang B2C and 020 tea company proposed to build e-commerce marketing model and strategy, marketing mode and strategy of Xiangjiang tea company and the Wuyishan local tea enterprises can develop appropriate enterprise status according to their own characteristics. At present Wuyishan tea prices for themain marketing mode for Wuyishan according to the existing local resources, combined with 020 mode, focus on brand, product, pricing and promotion of enterprises, relying on the mature third party platform or self B2C platform for marketing.