Marketing Strategic Research On Laojun Mei Tea Product Of Hong'an County

With the development of economy and the improvement of people's living standards,organic tea is increasingly favored by most consumers.People have established higher requirements for the types and quality of oganic tea.Therefore,enriching the types and improving the quality of oganic tea not onlyis in line withpeople's demand oganic tea,but also comply with the target of the supply reformation trend in agriculture development.Hong'an Laojunmei famous tea has a long history and great potential for development is one of the famous ecological organic tea in Hong'an County.This paper takes the Laojun mei famous tea products as the research object,and comprehensively analyzes and evaluat es the competition situation of Laojunmei tea factory of Hong'an country.Using questionna ire to analyse the market segmentation and target market selection of the Laojun famous te a,thus can analyse its market positioning.According to the reality of Laojunmei famous tea,to use of marketing "4P" theory to analyze the Laojunmei famous tea marketing facilities,a nd put forward reasonable marketing advice.This article is mainly divided into seven chapters.The first chapter introduces the background and significance of the topic of the thesis,and the status of tea product marketing at home and abroad.The second part introduce the related theories used in this paper.The third part analyzes the external environment,compares and analyzes the current situation of China,Huber Province and Laojunmei,and then uses PEST analysis to conduct external analysis from the four aspects of politics,economy,society,and technology.The fourth part analyzes the internal environment and the status of production and marketing of Laojunmei tea,and uses SWOT analysis to analyze the advantages,disadvantages,opportunities,and threats.The fifth part analyzes the questionnaire data for potential consumers of Laojunmei tea products.In the sixth part,a questionnaire survey was conducted to analyze the market positioning,market segmentation,and target market selection of Laojunmei tea products of Hongan County.,In the Seven part,based on the environmental analysis and marketing analysis of Laojunmei tea products in Hongan County,the marketing “4P” strategy was adopted to propose marketing strategy for Hongan Laojunmei tea tea product with the aspects of product strategy,price,Channels,Promotion,and corporate Image.It is of great positive significance to enhance the development of Laojunmei tea Tea Farm in Hongan County as well as opening the sales market in not only Hubei Province,but also the whole country.