Research On Marketing Strategy Of A Brandtea Of P Company

China has a long history of tea culture,and tea is also a popular drink in the world.In the case of low profit margins in the traditional tea market,fashionable new tea drinks have contributed new growth points to this industry.The tea category was previously divided into traditional Chinese tea and milk tea.The emergence of new-style tea drinks,combining the consumption scenarios of the two products,has produced a new reaction in the consumer market.For China,which has a long history of tea culture,the imagination of tea drinks is even greater,and there is even a reverse output,which makes it a great opportunity to become a global brand.In 2018,China's tea beverage industry broke out in a comprehensive way and became popular on social media.The number of tea beverage stores in China reached 410,000 by the end of 2018,with an annual growth rate of 74%.The replacement of new tea drinks for conventional drinks and consumers' demand for "healthy tea drinks" contributed new growth points to this industry.At the same time,due to the serious homogenization of products and the lack of competitiveness of small and medium-sized brands,tea shops have also seen a trend of store closure.Based on the above background,this paper studies the actual situation of A brand tea of P company.Marketing problems are the main problems that A brand of P company needs to solve at present.Therefore,this paper carries out this aspect.First,it combs the current development status of the brand,analyzes the existing problems,and finds out the reasons for the problems based on the external market environment where A brand of P company is located.Then,based on the analysis of internal and external environment and market survey,A brand of P company is deeply studied to accurately position the market.Finally,in view of the problems existing in the development of A brand of P company,the author designed marketing strategy Suggestions that are more in line with the tea market environment and the company's actual situation by applying 7Ps marketing mix theory,and put forward corresponding safeguard measures.Specific marketing strategies include the following,product strategy including product strategy of innovation as the fundamental to experience,product quality control,pay attention to details,pricing strategies include rich product range,pricing highlights the similar price,channel and promotion strategies include social network marketing,weibo marketing,business activities,strengthen product launches,personnel strategy including perfecting the service process,attaches great importance to staff training,process strategies include perfect service process details,tangible demonstration strategies include each store according to their respective theme layout Settings.According to marketing strategy implementation safeguard measures are put forward,to strengthen the construction of brand including creating unique brand experience,based on the positioning of the enterprise culture,combined with the traditional local features innovative products,strengthen quality management including,from the perspective of the supply chain source,storage of raw materials and production process standardization,focus on new technology development,strengthen the brand community member management including establishing professional management service system,combined with the subject's online community activities,strengthening the construction of enterprise human resources including effective incentive mechanism and career planning,and through the implementation of security measures to ensure the smooth implementation of marketing strategy.The research significance of this paper lies in that through the above analysis,it provides Suggestions for P company to improve the marketing strategy of brand A tea,so as to enhance the competitiveness of the company in the market competition.In addition,through the analysis of tea market development direction in the future,and it is pointed out the development direction of tea industry in the future will be in the pursuit of healthy,delicious quality,unique and comfortable brand experience,brand extension market,create delicious specification management and application of new technology and new iteration five aspects,the enterprise should combine their own specific situation to adjust business strategy,to adapt to the industry development,become a promoter of Chinese tea to the world.