Tea Marketing Strategy Of Kangquan Ecological Company Co.Ltd.

China is the hoChina is the hometown of tea,with a long-standing tea drinking tradition and profound tea drinking culture.As the northernmost ecological tea area in China,Ankang has unique natural conditions and abundant selenium-rich resources.Kangquan Ecological Agriculture Co.,Ltd.is a private enterprise,integrating tea planting,processing,selling and sightseeing experience.It has a complete production and selling system.It’s located in Shaanxi Province,with a long tea drinking culture.The tea consumption market has great potential.In addition,people also have a new understanding and attention to healthy drinks after the epidemic.Based on this,the research on the marketing strategy of Kangquan Company under the new situation is of great significance.This article takes Kangquan Company as the research object to study its marketing status.Through the on-site inspection and visit of Kangquan Company,consulting the selling data of enterprises in recent years,and carrying out telephone investigation and analysis of Kangquan Company’s customers,combining relevant literature at home and abroad as a theoretical basis,The study found that the problems existing in Kangquan’s marketing process are mainly manifested in the following four aspects:first,there are fewer selling types and lack of high-end core competitive products;second,the selling price is high,and there is a lack of price competitive advantage;third,there is a single selling method,and ther is a lack of online sales channels;fourth,the selling method is traditional and lacks promotion strategy thinking.Then use the SWOT analysis method to analyze the macro,industry and the internal environment of the enterprise,and summarize the advantages of Kangquan Company’s organic selenium-rich high-quality ecological environment,profound tea planting and drinking culture,and the local government’ s favorable policies.At the same time,there are many small and medium-sized tea enterprises,fierce competition,backward tea-making technology,old production equipment and other disadvantages,which put forward the opportunities and threats of enterprises.According to the STP theory,the target market of Kangquan Company is selected and positioned from the three elements:geographical factors,age structure and income level,and it is determined to sell multi-category high-quality organic selenium-rich green tea to middle and high in-come people in the South China market.Combined with the 4P strategy,we should put forward a targeted strategy for the problems existing in Kangquan Company.First,the product strategy should enrich the product structure and differentiated category marketing.Secondly,in terms of price strategy,we should adopt different pricing methods for different products through the analysis of pricing factors and different pricing methods.Then we should choose the channel strategy.Choose an omni-channel mode that combines online and offline,keep up with the new retail trend of live streaming,and manage different sales channels differently.Finally,in order to ensure the effective implementation of the marketing strategy,measures such as optimizing human resources management,strengthening investment in introducing new technologies,and formulating standardized production management methods are put forward.This article takes the marketing model of Kangquan Ecological Company as the background to study its problems in marketing.While proposing targeted solutions,it is hoped that it can help Kangquan Company get out of the development dilemma.At the same time,it also provides more marketing ideas for other small and medium-sized tea enterprises,providing them with new ideas,opening up new patterns and gaining new advantages in market competition.