Research On The Marketing Strategy Of Milk Tea Beverages In Xiaojuan Village

Milk tea is a kind of tea beverage that originated in Taiwan since the 1990s.It combines the aroma of tea and the sweetness of milk,and has become one of the choices for people's daily drinks.At present,there are market brands such as“A little milk tea,Coco,Prime's thai tea,and Cuo nei village”.At the same time,more and more brands are joining the market,making the competition in the whole industry more intense.The aspect also shows that this market has broad a prospect.Cuo nei village is a milk tea beverage brand from Taiwan.All the staff of the team are from Taiwanese beverage stores.They have rich work experience and have been very popular in East China since the brand was founded.At present,it has opened nearly 100 stores in jiangsu,zhejiang and Shanghai,and is expected to open 300 chain stores nationwide in 2018.Based on the analysis of the domestic milk tea beverage market,this paper firstly designs the market questionnaire for Nanjing market,and carries out the questionnaire distribution through on-site distribution and on-line survey.It carries out a detailed data analysis of Xiaojucun milk tea beverage and its competitors from the product price,category,marketing methods and other dimensions.Then,according to the current situation of"Xiaojucun" milk tea drinks enterprises,the internal and external marketing environment of"Xiaojucun'" milk tea drinks enterprises is analyzed by SWOT method.Finally,based on the sales data of the Metro Takeaway Platform,and according to the market survey results,the marketing strategy of Xiaoju village milk tea drinks is optimized in order to improve the marketing ability and market share of Xiaoju village.This paper holds that the main resources of Xiaoju Village should be devoted to products and promotional strategies:depending on the technical advantages of Taiwan's R&D team,products should be updated to enrich the taste and quality of products;more product portfolios should be launched in real time;multi-channel marketing and promotion should be carried out.In order to enhance the visibility of products.