A Study On Optimizing Marketing Strategies Of Laofu Tea Enterprises In Shaanxi

China is the hometown of tea.The development of tea industry plays an important role in the social and economic development of China.Shaanxi Province is one of the main tea producing areas in China.High Latitude,high altitude,high probability of cloud,rich in zinc selenium,free from pollution of the excellent ecological environment,so that the hanzhong tea has high flavor,strong taste,bubble resistance,beauty,health care five characteristics,from ancient times,is known as a famous tea.Shaanxi Laofu tea agriculture technology limited company(hereinafter: Laofu tea)is a new tea production plant,production,sales enterprise in hanzhong city,its main product is "Spring come,Lan,Lingxi,Xu" four series,seven new grade tea products.The products of this enterprise are based on the tea grown and picked in the own-owned Tea garden in Shaanxi province,which is produced by special technology.However,through the research and study,we know that the current competitive environment brings great challenges to the old tea enterprises.First,there is a gap between the famous tea products in the HanZhong and Central China region,such as XiHuLongjing,Yunnan Pu'er tea.Second,the traditional tea products brands,consumers are mostly over 35 years of age,consumption options are large,it is difficult to lock up the old tea brands and products;Third,the Laofu tea mainly for the new tea products,mainly for the young consumers,especially the urban white-collar,But there is not enough demand for this kind of tea.Therefore,this paper takes the marketing combination theory as the research foundation,uses the method of PEST analysis,SWOT analysis as the research means,carries on the investigation and the data acquisition to the status of the tea enterprise marketing of Laofu,combines the current tea product industry to face the sale environment and the competition environment,carried on the SWOT analysis,pointed out the Laofu tea marketing strategy problem.The research result of this paper is being given,help Laofu tea enterprise to design optimized marketing strategy.The research content of this article is as follows: First,this article through the analysis of the current situation of the tea enterprise marketing of Laofu,points out the problems existing in various aspects of marketing strategy;Second,this paper designed a questionnaire to investigate consumer statistics,purchasing behavior and purchasing decision,carried out a survey of the market demand for the old tea products,based on the research findings of the STP marketing strategy,for the Laofu tea selection suitable niche,and carry out targeted positioning.Third,using the 4P(product,pricing,channel,promotion)theory,from four aspects,to build the current market competition environment more suitable for the development of the needs of marketing strategy.Fourth,this paper designs a new marketing strategy for the Laofu tea solid support scheme.The research significance of this paper mainly lies in that,based on the present situation of tea products and marketing of Laofu,the marketing strategy of Laofu is improved pertinently on the basis of its marketing strategy.On the other hand,it provides the detailed measures of marketing strategy.The research results can provide a reference for the strategy formulation of the same industry enterprises,but because different enterprises face different actual conditions,the focus of marketing strategy needs to be adjusted to the actual situation.