Research On Marketing Strategy Of WeiShan Maojian

Because of its healthy,natural,and environmentally friendly drinking function,tea is loved by people all over the world.China is the hometown of tea,and China has a long history of tea.The tea industry is a civilian production industry,and the development of tea can effectively promote economic development.But now many tea companies have the problems of heavy production and light marketing.Weishan Maojian was approved as a national geographical indication product in 2016,and has a long history and profound cultural heritage.Weishan Maojian is a key development industry in Ningxiang City and also a characteristic and important economic industry in Ningxiang.However,the current Weishan Maojian enterprises are facing production but ignoring marketing issues.The marketing model is relatively monotonous,the marketing system is not very standardized,the brand awareness is not high enough,and the enterprises are scattered.Marketing problems hinder the growth of enterprises.In the fiercely competitive tea market,these marketing problems of Weishan Maojian have a great hindrance to its development,so in order to solve their problems,this article investigated and conducted research on Weishan Maojian,using relevant Knowledge of marketing theory,looking for a marketing strategy suitable for the development of Weishan Maojian.Based on the knowledge of marketing theory and the knowledge of consumer behavior theory,the PEST model and Porter’s five-force analysis model were used to study and analyze the marketing environment of Weishan Maojian,and the marketing status of Ningxiang Weishan Maojian and Analyze the existing problems in marketing of Weishan Maojian,and explore marketing strategies for more effective development of Weishan Maojian.There are seven chapters in the structure of this article.The first chapter first introduces the background of the topic,the purpose and significance of the research,the research overview,the research content,the method and the technology roadmap.The second chapter describes the relevant theory,and the third chapter uses the PEST model He and Porter’s five-force analysis model analyzed the macro marketing environment and micro marketing environment of the current situation of Weishan Maojian.The fourth chapter introduces Weishan Maojian in detail and analyzes the marketing status of Weishan Maojian.Chapter 5 describes the problems of the overall uneven product level,confusing pricing,insufficient channel development,and simple promotion methods in the marketing of Weishan Maojian based on questionnaires and analysis of data.The sixth chapter combines the existing problems,market segmentation of Weishan Maojian,and then uses 4Ps theory to propose to strengthen product quality,build brand image,design product packaging,establish a unified and transparent price system,set prices in a targeted manner,and broaden existing Channels,expand network channels,use advertisements,use public relations to promote sales,carry out tea business promotion,and carry out preferential activity strategies to improve suggestions,and give Weishan Maojian a suitable marketing strategy for its development.Finally,the research of this paper is summarized.Combined with modern marketing theory,this research not only has strong practical significance for marketing and development of Weishan Maojian enterprises,but also has certain guiding value for other similar tea companies.