Research On Marketing Strategy Of Liyang White Tea In Company A

Since the reform and opening up as well as the improvement of people's living standards,people's demand for tea is also on the increase.Tea is considered to be a symbol of China,whether in culture or as daily goods.Therefore,tea industry will have a very promising prospects in the 21st century,and even become pillar industry in some mountainous areas.With its unique tea cultivation conditions,Liyang began to introduce and improve the planting methods of white tea from Anji in 1990 or some,which finally achieved great success.Tea Company A,as one of the first enterprises to bring in white tea cultivation,has gradually took the lead in the field of planting and selling tea,especially white tea.However,owing to the slowdown in national economic growth during the previous two years,its marketing problems with regard to white tea begin to arise gradually.Mainly reflected in the following aspects:(1)brand market recognition;(2)product pricing strategy errors,lax management of the dealer;(3)promotional methods and brand promotion lack of innovation;(4)sales channel is not enough.If we can't handle these problems in a reasonable way,they will limit the development of the companyThrough the analysis of selling environment and strategy of Tea Company A,the thesis manages to find out the problems existing in the marketing of white tea.On top of this,the author also conducts market research and makes data collection&analysis.In the end,the author uses some marketing theories to puts forward some practical suggestions about marketing,which are consistent with its own characteristics as well as the marketing law.The author hopes that these proposals can be used for reference by Tea Company A and other tea companies in Liyang.In addition,Tea Company A needs to establish the necessary marketing strategy of the security system.It contains:the construction of corporate culture.marketing team building?the adjustment of human resource structure and the establishment of consumer database,in order to ensure marketing strategy of Tea company A.