The Strategy Research On The Network Marketing Of Guangxi YJ Tea Compay

Nowadays,the era of fast development of the Internet increased year by year.More and More People tend to go shopping on the Internet,According to statistics show that the Internet penetration rate is 53.2%until the end of 2016.The numbers of Chinese Netizen has been reached 731 million,compared to the end of 2015,it has been improved 2.9 percentage points[1].the increased size of online shopping make the e-commerce industry flourish.In 2016,the data showed that the transactions scale of China e-commerce reached to 7 trillion and 900 billion RMB which was in the 37.6 percent year-on-year growth.Nevertheless,the B2C online retail market transactions size was 2 trillion and 300 billion and it was 43.4%year-on-year growth.T-mall ranked first controlling 53.2%of the market[2].it will be expected to develop.more rapidly in the next 5 years for Online trading.Different industries are thinking about how to seize the Internet development opportunities and strive to occupy a place in the field.Therefore,it is very important for enterprises to build a set of marketing strategy to adapt to the development of e-commerce environment.Tea as a traditional product.The tea market is in transition.The rapid development of the online shopping market has brought opportunities for China’s huge tea products,and consumers are paying more and more attention to tea.Then,online shopping tea will be more and more popular.The top10 ranking of tea brand including EFUTON、BAMA TEA、TAETEA、TENFU’STEA、XIEYUDA and so on which are sold on the T-mall as the main platform of the B2C market are sold best.Guangxi YJ tea company is a middle and high-end brand tea enterprises that has made some remarkable achievements in traditional business areas,but there is a low competitiveness in the field of e-commerce.This article hopes to find out the network marketing issues of Guangxi YJ tea company by analyzing of the network marketing situation of the company.Try to figure out reasonable strategy and open up a new market for the company.By collecting a large amount of data,it based on the network marketing theory of 4P(i.e.product,price,promotion,place).On the basis of 4P theory of network marketing and according to the current situation of network marketing of Guangxi YJ tea company,this paper uses SWOT analysis and case study to compare and analyze the advantages and disadvantages of network marketing of Guangxi YJ tea company.At the same time I use STP to analysis and come up with the new market positioning to specific optimization project in aspect of product,price,marketing promotion and brand.what’s more I systematically put forward the implementation of network Guangxi YJ tea company marketing strategy planning,which provides a feasible reference for Guangxi YJ tea company.At last,I hope that the network market expansion of Guangxi tea industry establish appropriate and effective marketing strategy to provide the relevant theoretical basis implementation of network marketing.