Research On The Development Strategy Of Online And Offline Marketing Integration Of Lu'an Hui Liu Tea Industry Co.,Ltd.

At present,China's economy is changing from high-speed development stage to high-quality development stage.All walks of life are changing their development modes.The supply-side structure of agriculture is an important step in the reform,and the development mode of agricultural industry is in urgent need of reform.With the promotion of the "Internet+" era,the rapid development of online economy has brought huge impact on the offline marketing of traditional agricultural enterprises.Facing the increasingly fierce market competition environment and the pressure of rapid growth,agricultural enterprises can achieve better development only by catering to the rapid development of Internet economy and realizing online and offline marketing integration.At present,tea enterprises with production and marketing capacity above the scale are generally faced with the situation of overcapacity,and online and offline marketing of enterprises often have conflicts and contradictions,which is not conducive to the development of enterprise marketing.The integration of online and offline marketing of tea products and services can enhance the competitiveness of enterprises,promote the growth of marketing,and alleviate the contradiction between online and offline marketing,which is an imperative research.At present,there are few studies on online and offline integration of agricultural enterprises,especially tea enterprises,and no mature theoretical system has been formed.Most of the research on tea enterprise marketing focuses on online or offline research,without effective integration.Therefore,how to integrate online and offline marketing research has important theoretical significance and practical value.In this paper,Anhui province's leading agricultural industrialization enterprises,tea enterprises with online and offline marketing capabilities:Lu'an Hui Liu tea industry co.,ltd.is selected as the enterprise case to study the problems existing in online and offline marketing and put forward the advantages and necessity of marketing integration,and put forward strategies accordingly.The first part of this paper discusses the research background,purpose.significance,content,method and innovation.The second part discusses the relevant concepts of the integration of online and offline marketing and the research status at home and abroad.The third part introduces the status quo of enterprises,discusses the status quo and problems of online and offline marketing,and analyzes the environmental driving factors and internal factors of enterprise marketing integration.In the fourth part,SWOT analysis method is used to analyze the feasibility of the integration of online and offline marketing of the case company and draw a conclusion:the integration of online and offline marketing can effectively utilize the advantages and opportunities of the company,reduce external disadvantages and threats,and promote the growth of the company's marketing.The fifth part according to the marketing mix strategy,combining the case enterprise,put forward marketing integration strategy,namely product strategy,price strategy,promotion strategy,service channel strategy,Information strategy,talent training strategy.The sixth part is the summary of this paper and the prospect of future research.This paper puts forward strategies for the integration of online and offline marketing of traditional tea enterprises through the all-round study of case tea enterprises,so as to achieve theoretical significance and reference value.