Study On Network Marketing Strategy Of Anhua Black Tea

Black tea is one of the important varieties of tea category,black tea,as a kind of tea with a long history and unique health function,is becoming more and more favored by consumers,and the consumption market is expanding and consumption is increasing every year.Anhua Black tea has an absolutely advantageous position in the production of black tea in China,and the development of Anhua black tea industry is of great significance to the development of tea industry in Hunan and even in China.The development of Internet technology has completely changed the market environment of the development of Anhua black tea industry,in this new market environment,a group of operators with Internet technology in the market stand out,and there are no lack of a number of operators to seize the opportunity to quickly be eliminated by the market.Marketing strategy directly affect the market position of products,therefore,the development of the Internet technology also to Anhua black tea operator's marketing put forward higher requirements,the network marketing ideas and skills to grasp is Anhua black tea management of the urgent task,which is the significance of this study.This study mainly includes the following parts:(1)The theory of this research is reviewed and collated,including the theory of marketing and the relevant theories of agricultural products market,the theoretical basis of this study is formed.(2)The SWOT analysis of Anhua black tea industry was carried out,and the basic market strategy of Anhua black tea was worked out.(3)On the basis of field investigation,this paper analyzes the current network marketing situation of Anhua black tea by using relevant data,points out the existing problems,and analyzes the causes of the existing problems.(4)According to 4P marketing theory,the optimization measures of Anhua black Tea Network marketing strategy are proposed from four aspects:price,channel,promotion and product.(5)The article put forward the implementation of the Anhua Network marketing Strategy safeguard measures,the main measures involved in the enterprise and government level;(6)Summarize the research conclusions of this study,and point out the shortcomings and defects in the research and the future research direction.