| With the continuous improvement of people's pursuit of quality of life and health status,Rose Tea with cosmetic and facial care functions plays a more important role in people's daily life.China is an important producer of rose tea.L Company,located in Dali Autonomous Prefecture.Yunnan Province,is a medium-sized professional rose company integrating rose seedling raising,cultivation,?production?processing and sales.Rose tea is the main business.Its main products are golden-edged rose tea?Yunnan Black Rose tea?Pingyin rose tea?black flower rose tea?bitter water rose tea,etc.In recent years,it has received a lot of attention.The impact of large,medium and small rose tea companies,market share continues to decline,performance has a tremendous impact.In order to better face the market competition and improve the ability of enterprises to cope with the market,this paper collects and collates a large number of data through the form of questionnaire survey.Based on the 5P theory of marketing,this paper analyses the current situation and problems of L company.According to the characteristics of rose tea consumption market,it puts forward marketing strategies suitable for the enterprise.Among them,L company's product strategy is mainly based on quality,production scale and brand awareness;pricing strategy is mainly based on low and medium price,supplemented by high price;channel strategy is mainly based on building brand image stores,entering large supermarkets and expanding network channels;promotion strategy is mainly based on gift of new products and tea sets,discount promotion,and promotion of tasting activities;packaging strategy is mainly based on simple fashion and environmental protection.Packing is the main method.This paper puts forward the above strategies to promote L company to improve its marketing system and enhance its market competitiveness and share.It is also hoped that effective marketing strategies will be adopted to provide the basis for domestic rose tea enterprises. |
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