Research On Marketing Strategy Of DL Tea Company

China is a big country of tea production and consumption,in recent years,China's t ea production and internal and external sales have maintained steady growth.In interpers onal communication,tea has become a catalyst for pure and beautiful social atmosphere.Tea culture embodies the excellent value concept and aesthetic taste of the Chinese nati on.Drinking tea is not only beneficial to health,but also to self-cultivation and coordinat ion of interpersonal relationships.Tea has been advocated as a national drink by Chinese people,and has been accepted,loved and pursued by more and more people.Tea also pl ays an important role in beverages all over the world.The research object of this paper is DL Tea Company,which was founded in 2018.As a small and micro enterprise just entering the tea industry,how to open up the marke t,seek survival and development is the primary problem faced by DL Tea Company.The purpose of this paper is to establish a set of scientific and applicable marketing strategie s for the start-up DL tea company,to enhance the marketing ability and market competit iveness of the start-up DL tea company,in order to cope with the huge Chinese tea mark et under the fierce competition pattern of small and micro tea enterprises survival and de velopment.The marketing strategies of tea enterprises in China's tea industry continue to explo re,learn,imitate and innovate in practice.But most of them are following the old road of other enterprises,mostly low-end imitation,stereotyped,identical market segmentation,similar product positioning,similar promotion methods,almost the same sales model,g enerally almost no difference in marketing promotion model.The objective situation of China's tea market and the specific status of the tea market determine the necessity and urgency of doing a good job in the marketing strategy of tea industry.The tea enterprises are also faced with the practical problems based on the tea market,in this perspective,t he tea enterprises marketing strategy research is more sense of urgency and practical sig nificance.Through participating in the marketing practice of DL tea industry and combining with the theoretical knowledge acquired during the MBA study,the author conducts a targeted research on the optimization of marketing strategy of DL tea company: The macro environment of using the PEST tool to DL tea industry company external key factors are analyzed,combining with the tea industry benchmarking enterprise's marketing success stories of tea industry environment,by using the theory of STP DL tea industry company's market positioning,and according to the 4 p theory to DL tea industry problems existing in the company's internal environment was analyzed,and on this basis,the company's marketing present situation,combining with DL tea industry in the development of the product,price,channel,transmission and so corresponding has made the analysis and discussion and the optimization,put forward the suitable for the study of DL tea industry of the company's marketing strategy.The research results are helpful for DL tea company's foothold and development in China's tea industry,and it is also expected to provide references for other tea start-ups to develop appropriate marketing strategies.