Study On Marketing Strategy Of Mengding Mountain Tea

Tea is one of the world's three major non-alcoholic beverages.In the long history of development,tea has not only become an important necessities of life for the people,but also an important carrier of Chinese cultural heritage and an important material for foreign trade.At present,the rapid development of national economy,the change of people's living habits,the entry of cross-border capital,the change of channels brought about by the Internet era,and the implementation of the national strategy of poverty alleviation and Rural Revitalization have injected new momentum into the ancient tea industry.At present,MDS company is facing the competition situation of over-supply of tea industry,small scale of enterprises,many and scattered tea enterprises,disordered product standardization,weak brand,low profit and poor market concentration.It shoulders the mission of ensuring the smooth realization of the company's strategic and operational objectives,promoting the transformation and upgrading of production areas,improving quality and efficiency.In the course of the thesis,theoretical research method,literature research method,comparative analysis and case analysis are used.Using tools such as PEST,Porter Force Model and SWOT,this paper analyses the macro-environment,industry competition environment,internal advantages,disadvantages and external opportunities and risks of enterprises.The marketing strategy of MDS tea is studied with 4P theory as the core,and the problems existing in the current marketing strategy of MDS tea are found out as follows: 1.unclear product positioning,repeated product planning,etc.Question.2.The price orientation of products is not competitive.3.The homogeneity of channels and competitors is obvious,and some channels do not match the company's product positioning.4.The homogeneity of promotion means and the lack of consumer experience.In view of the existing problems of marketing strategy,the paper re-positioned the market of MDS tea based on STP theory,and put forward suggestions for the adjustment of marketing strategy through comparative analysis: 1.in the product strategy to highlight differences.2.in the price strategy to be competition-oriented pricing.3.in the channel strategy to give full play to their own advantages,the development of distinctive marketing channels.4.in the promotion strategy through the integration of business,products and resources,the implementation of experience marketing.On this basis,new product line planning and pricing are put forward.At the same time,a competitive positioning and pricing model of tea products is put forward in this paper.Finally,the feasibility and scientificity of the marketing strategy are verified by the performance of the market data after the implementation of the adjusted marketing strategy.