Research On Network Marketing Strategy Of Small And Medium Oolong Tea Production Enterprises

In recent years the operation of enterprise network marketing has gradually become mature and standardized,impacting on the original enterprise marketing network mode.In the online sales market of Oolong Tea,the new marketing mode brings new opportunities to those small and medium Oolong Tea production enterprises whose overall strength is weak,especially those that are not strong in the use of traditional media,and provides the possibility for them to win a relatively fair competition environment and opportunities.In the current network marketing of small and medium Oolong Tea production enterprises,there are still some prominent problems:product variety is single,product depth is not enough,product lines are few;pricing is confusing,unified standards are not enough,prices of different brands of Oolong tea very greatly;network channels lack maintenance,attention paid to the official network of enterprises and third party commerce platform and other channels are not enough;promotion efforts are not enough,and compared with the large-scale Oolong tea production enterprises' online promotion,the gap is still very obvious.The reasons for these problems are complicated,including the lack of standardization of enterprise production,inaccurate market information,lack of high-quality network marketing personnel,lack of investment in network marketing,improper network publicity methods and so on.It is of great significance to study the consumption characteristics of Oolong tea products in small and medium enterprises for making the marketing strategy of Oolong Tea production enterprises.By using the methods of in-depth interview,questionnaire survey and descriptive statistical analysis,etc.,this study analyzes the correlation between the online consumer's own factors(gender,age,educational background)and the product of small and medium Oolong tea production enterprises,and finds the general law of online consumer's tea consumption behavior for small and medium Oolong tea production enterprises.The study finds that young female with relatively better education background and an income between 5,000 yuan and 8,000 yuan are more likely to shop online which are sensitive to the quality of Oolong tea,service attitude,prices,etc.Based on the above,this paper provides reference for developing marketing strategy and expanding tea consumption market.Based on the 4P theory of network marketing and the marketing experiences of T-brand Oolong Tea production enterprise,this paper innovatively optimizes the four marketing strategies of product,price,place,promotion according to the present situation of network marketing of small and medium Oolong Tea production enterprises.1.Deepening the strategy of product mix,expanding the product mix,developing core products,improving the product differentiation through the high product quality;2.Formulating differentiated network price strategy,and making a price through the combination of market penetration pricing and differentiated product pricing;3.Optimizing self-built malls and other marketing channels,strengthening the building of their own websites,reinforcing the communication platform between the brand and consumers,and assigning professionals for special maintenance of the website;4.considering holidays and internet festivals to develop sales promotion plans to enhance the exposure rate and revenue of enterprises.Additionally,this paper focuses on improving the core value of enterprise's brand,making full use of new media online marketing,integrating online and offline marketing strategy,and comprehensively and systematically puts forward the relevant strategy planning of network marketing for small and medium Oolong Tea production enterprises so as to provide reference for small and medium Oolong Tea production enterprises on developing network marketing strategy.