The Study On The Network Marketing Strategy Of Mashan Tea Co.LTD.

Chinese tea has a long history,is the world's largest producer and consumer of tea.Current world tea market increasingly fierce competition,consumer taste of the tea,variety,quality,packaging requirements become increasingly diversified.Online sales platform,increase sales channels,the enterprise marketing mode and technical needs to change to adapt to the development of The Times,not eliminated by the market.Tea because of the variety,brand,market conditions are constantly changing,the way of consumer choice,can choose products is also increasingly rich,for the traditional power of the Chinese tea industry especially small small and medium-sized tea company has brought a big threat.Many tea enterprises are faced with their products go out of geographical limitations,but the new tea brands and with the embarrassing situation of the local market.So me tea companies though the network marketing,but there is no competitive advantage,not expand overseas market smoothly.Mashan tea co.,LTD.Is a Hakka culture of small and medium-sized tea companies,currently faced with narrow tea market increasingly competitive,product sales market,etc.Since 2014 the implementation of the enterprise network marketing strategy,but because of product and market positioning is not clear,the traditional single sales channels and promotion methods,the website construction is not perfect,not clear,the traditional single sales channels and promotion methods,the website construction is not perfect.The enterprise network marketing strategy to try the effect not beautiful.In this paper,the mashan tea company network marketing strategy,will take advantage of the network marketing the company out of the woods to provide certain reference.In this paper,on the basis of combing literature,through the study of the field investigation of mashan tea co.,LTD.,the company employees interview,analyzes the company's current situation and existing problems of tea marketing.SWOT analysis method,analyzes the company network marketing of the strengths,weaknesses,opportunities and threats.Further opportunities for marketing and network marketing theory,respectively from the market strategy,product strategy,channel strategy,promotion strategy of mashan tea company network marketing strategy has carried on the detailed research.Finally,in order to ensure the mashan tea the effective implementation of the network marketing strategy,this article also probes into the reform of organization,strengthen the talent team,strengthen customer management,set up the brand consciousness of safeguard measures.