Research On Differentiated Marketing Strategy Of Y Tea Enterprise Under O2O Mode

Y Tea Company is a new-type enterprise in the field of Internet e-commerce,which integrates production,sales and research,and operates various famous tea,herbal health tea and modern innovative tea products.With the disappearance of e-commerce dividends,the growth rate of Y Tea Company’s main business income has slowed down in recent years,and the total profits of Y Tea Company have dropped significantly in 2021.Y Tea Company’s current sales channels are mainly on-line,and offline sales channels need to be expanded,but the integration between online and offline is low.According to the survey,Chinese tea drinkers are becoming younger and younger,and the post-1980 s and post-1990 s generation have become the main consumers.They have their own consumption culture,and consumer demand is developing towards individualization and diversification,consumers are paying more attention to the sense of experience and participation.Facing the challenges brought by both internal and external factors,Y Tea Company has to seek the breakthrough of marketing mode.How to provide differentiated marketing strategies online and offline to enhance consumers’ sense of experience and participation,continuously create value for consumers and improve customer loyalty,it is an urgent problem for Y Tea Company needs to solve.In order to study the existing marketing strategies of Y Tea Company under the O2 O model,this paper first reviews the theoretical basis of O2 O model,STP theory and differentiated marketing.On this basis,a review is conducted on the O2 O model,differential marketing measurement,marketing strategy of tea industry,laying a theoretical foundation for this study.Then by using the methods of interview,case study,questionnaire and grounded theory,this paper investigates and analyzes the marketing situation of Y Tea Company.The problems are as follows: the main distribution channels of Y Tea Company are on-line,there is no difference in the positioning of different social media platforms,and the marketing content lacks a sense of story,which is not enough to highlight the brand image and tea culture.At the same time,the emotional interaction with consumers is less,and the reasons behind the marketing problems of Y Tea Company were explored.From the perspective of product,brand,channel and talent training differentiation,this paper puts forward the relevant suggestions and safeguard measures of differentiated marketing measurement under O2 O mode.This study explores the online-to-offline O2 O model of Y Company to complement the existing theory,but also to expand the theory of differentiated marketing to the field of tea industry,enrich the relevant theory of the application scenarios.In terms of practical significance,this research can help Y Tea Company open up online and offline channels,enhance consumers’ sense of experience and participation,and finally form a closed-loop of O2 O consumption,improving customer satisfaction and loyalty.