Research On Marketing Strategy Of Tea For Yunnan Fanshe Trading Co.,Ltd

In recent years,the business environment of China’s tea industry has been extremely fierce.On one hand,the market size of China’s tea has grown rapidly for ten years,and on the other hand,more than 70,000 tea companies are competing fiercely.With the rejuvenation of Chinese traditional culture,the concept of consumption upgrading and the digital technology’s widely using,tea companies no longer only focus on the mature traditional tea market,but are exploring a new track in the tea industry to seek the long-term development.The COVID-19 epidemic suddenly broke out at the beginning of 2020,and all parts of China adopted the anti-epidemic policy of closing the city one after another.This policy dealt a huge blow to the tea product of Yunnan Fanshe Trading Co.,Ltd.,which mainly sold offline.For Yunnan Fanshe Trading Co.,Ltd.,which has just been deeply hit by the epidemic,how to adjust the company’s marketing strategy to establish the company’s competitive advantage has become the key to getting out of the current predicament.This paper takes the tea brand "Fan She Dian Hong" of Yunnan Fanshe Trading Co.,Ltd.as the main research object.Firstly,the writer read literature to understand the characteristics of agricultural products such as tea in marketing.Through literature research,it is found that highlighting the health attributes of products and establishing online place are more conducive to product sales during the recovery period of COVID-19 epidemic and personalized agricultural products are more likely to win the favor of consumers in recent years.Then gain a comprehensive understanding of tea industry by reading the relevant market research reports of the tea industry.Through the field research and interviews to make fully understand the specific difficulties of the company and find out the key reasons for the difficulties.Problems such as single sales place,less network publicity and unclear position seriously affect the sales of its products and eventually lead to the decline of the sales of this brand.After that,the writer use SWOT tools to analyze the company’s strengths and weaknesses,opportunities and challenges.This paper takes SO strategy as a benchmark,integrates the advantages of existing offline channels and supply chains,and actively enters a new track.Then using STP theory to identify the company’s target market and positioning and establish the positioning of functional tea beverage to fill the mental gap of consumers.Then the writer forms a corporate marketing strategy based on 4Ps marketing theory.The content of the plan covers the planning of new products such as tea bags and new drinks,the price strategy of new and old products,the combination of online and offline channel strategies,and flexible and diverse promotion strategies.Finally this paper formulates the safeguard measures of marketing strategy according to the actual situation of the company and puts forward specific safeguard methods from the aspects of corporate culture construction,stuff training and funds to ensure the smooth implementation of the marketing strategy proposed.It is hoped that this paper can not only help Yunnan Fanshe Trading Company to solve the current difficulties,but also provide reference value to other small and medium-sized agricultural products enterprises by using the changing market environment to find another way in the traditional market to establish a new competitive advantage of themselves.