Research On E-commerce Marketing Strategy Of FS Tieguanyin Tea Enterprises

With the development of economy in china,as a kind of traditional healthy drink,tea consumption market is growing rapidly.At present,China's tea products are still sold under the traditional shop,but after years of development,and now the market has been facing the bottleneck of growth.Compared to the rapid development of the electronic commerce and the like a raging fire,tea in the field of electronic commerce is deserted,how to through e-commerce marketing to promote the development of enterprises has become one of the key problems of tea enterprises.FS Tieguanyin enterprise focus on high-end tea.Facing the increasingly fierce competition in the line,the enterprise wants to seek new opportunities through e-commerce marketing.This paper present the theory of e-commerce and the development of e-commerce based on China,combined with the actual situation of FS Tieguanyin enterprises to analyze and carry out e-commerce marketing research.Firstly,this paper makes a review of the relevant theories of e-commerce marketing and domestic research,which provides a solid foundation for the next research.Secondly,from the perspective of FS Tieguanyin enterprises,analyses the enterprise's external environment,including macro policy and legal environment,economic and technological environment,and the competitors;through the analysis,the business marketing situation of the enterprise itself,and points out the existing problems in the marketing process;uses the SWOT analysis,research to develop the strategy of the enterprise,and make the corresponding SWOT matrix,put forward to carry out e-commerce marketing model FS Tieguanyin enterprises.Finally,this paper put forward FS Tieguanyin tea enterprises to develop e-commerce marketing in customer orientation,4Ps and cultural marketing strategy,and proposes the construction like "attach importance to innovation" " vertical standard ","establish system",and "knot alliance" safeguard measures.