Research On Marketing Strategies Of Menghai CS Tea Co.,Ltd

The tea industry in Yunnan Province is famous throughout the country.Pu’er tea is an important branch.It is named Pu’er tea because it is produced in Pu’er,which is one of the top ten business cards of Yunnan.Pu’er tea,named after the Ming Dynasty,was highly recognized by the consumer market after 1990 and became the plateau characteristic agriculture of Yunnan.Pu’er tea has a strong and mellow fragrance,clear tea soup,and a lingering fragrance after drinking.It has the effects of producing saliva,relieving cough,warming the stomach,and reducing weight.Pu’er tea has not only the drinking attribute,but also the financial attribute.Since then,people began to collect Pu’er tea,so Pu’er tea has the title of "drinkable antiques".As the industry of Pu’er tea has a long history and has a good industrial linkage effect,it can drive the development of logistics and warehousing in the context of the rapid development of Internet technology,and can also promote the development of tea tourism consumption and other related industries to enter a new stage.After the millennium,Pu’er tea developed rapidly,but the industry standardization was insufficient,and the market speculation was serious.In 2007,the market was volatile,and the price fluctuated,and the whole market fell to the bottom.After experiencing industry turbulence,Pu’er tea has successfully transformed and become the leader of industry segmentation.In 2013,the market scale reached 4.3billion yuan.In 2022,the sales volume of Pu’er tea on Alibaba e-commerce platform reached 22.24 million pieces,and the business volume of Pu’er tea reached 2.85 billion yuan.CS Tea Company was established in 2008,and its geographical location is Menghai,Xishuangbanna.In the long-term development,it has formed a complete industrial chain,including the cultivation of Pu’er tea,product research and development,etc.On the basis of production,processing and sales,the goal of promoting tea culture can also be achieved.Basically,it is a modern enterprise with complete industrial chain,so it successfully occupies a place in the high-end market with its strength.The company’s old banzhang products are famous all over the world,and the benchmark products Bawang Green Cake,Chensheng No.1 and Naka are favored by consumers.With the recovery of Pu’er tea market,Pu’er tea enterprises have launched fierce competition on the market.CS Tea Company needs to reasonably optimize the combination of marketing strategies to ensure the profits of the enterprise and improve the economic benefits of the enterprise.By analyzing the marketing environment and operation status of Pu’er tea of CS Tea Company,this paper adopts the method of questionnaire survey and interview,uses the 4Ps marketing strategy to design a questionnaire to survey consumers,and then interviews the internal employees of the enterprise.Analyze the existing problems of the enterprise,and analyze the target market with STP strategy optimization.Then improve the corresponding marketing strategies from the four aspects of product,price,channel and promotion to help CS Tea Company improve its popularity,sales and promote its development.