Study On Optimization Of Marketing Strategy Of Online Channel Of Herbal Tea Of Company S

In recent years,with the development and popularization of Internet technology,consumers have become more and more aware of online shopping.Especially since the epidemic,contactless shopping by advocates has resulted in an explosive increase in the transaction volume of online channels,while offline stores are faced with a gradual decrease in the number of people and a slow decline in sales.This poses a great challenge to the traditional retailers which take offline physical stores as the main retail.In the current and future enterprise competition,enriching and developing online channels has become the consensus of enterprises,so the transformation and development of online channels has become an increasingly important matter for them.This study takes the online channel of S Company,which is mainly engaged in herbal tea,as the research object.Based on relevant basic theories of marketing,on the basis of in-depth analysis of the development status of the online channel of S Company and the herbal tea industry,the existing problems in the development process of online channel of S Company are expounded by means of questionnaire survey and in-depth interview.The deviation of online channel market positioning,the insufficiency of product layout,the deficiency of channel platform and the single marketing activities.Through further analysis,three reasons leading to the above problems are summarized: insufficient manpower allocation and professionalism of online team,contempt for the strategic position of online channels,and insufficient investment in online channel traffic costs.The paper puts forward optimization suggestions in market positioning,product layout,price formulation,channel strategy,promotion and other aspects,and expounds the implementation objectives and safeguard measures of online channel optimization scheme combined with the company’s current situation and planning.This paper hopes that through the study on the online channel optimization of S Company,it can help S Company develop its online channel better,and provide constructive reference value for companies engaged in herbal tea physical retail who want to transform into online sale。...