Research On Marketing Strategy Optimization Of Chenlong Tea Limited Company

Tea originated in China.The drink made from tea is known as the world’s healthiest drink because it is rich in tea polyphenols and a variet y of amino acids,and is widely praised by people around the world.In China,tea,as an important cash crop,has a good market and broad prospects for development.In recent years,with the strong support of national policies,the number of tea enterprises in various parts of China has increased significantly,which has also formed fierce market competition to a certain extent.At a time when consumers’ demand for tea products is more diversified and the marketing mod el of tea has undergone drastic changes,marketing strategies have become the key for tea enterprises to gain a firm foothold in the market.However,many tea enterprises today ignore the research and thinking of marketing strategies.The marketing strategies used are not only lack of scientific theoretical basis,but also difficult to adapt to the sustainable development of the company,making it increasingly difficult for the company to gain a foothold in the fierce market,and even on the verge of bankruptcy.Therefore,focus on the problems in the current marketing strategies of these tea enterprises,It is particularly necessary to carry out targeted research and propose conclusions and improvement measures.Based on the above background,this paper selects Chenlong Tea Co.,Ltd.,a tea company with Xinyang Maojian Tea as its main product,as the research object.After careful research on the basic situation of the company,this paper uses PEST analysis mod el and Porter’s five forces mod el to analyze the current marketing environment of the company from the macro and micro perspectives,and uses 4p theoretical tools to analyze the current marketing environment of the company from the product,pricing,channel The four aspects of promotion are to find out the current problems of the company’s marketing strategy,and try to find out the reasons behind the problems,and propose opt imization measures from four aspects: first,upgrade production equipment and improve production technology,pay attention to the research and development investment of new products and the deep processing of existing products,and at the same time,combine the market demand to launch combined products.Second,implement scientific and accurate pricing,do a good job in product cost analysis and price collection of competitive products of the same type,and build a data mod el.The third is to optimize and expand sales channels,further maintain and consolidate old customers,and pay attention to the resource investment and development of new sales channels,especially online sales channels.The fourthis to pay attention to the improvement of promotion links,formulate a promotion plan that conforms to the actual situation of the company,strengthen the standardized training of the sales promotion team,and use novel and efficient promotion skills.This paper takes Chenlong Tea Co.,Ltd.as the research object,and further opt imizes its marketing strategy.On the one hand,it can promote Chenlong Tea Co.,Ltd.to improve its current marketing strategy problems and weaknesses,and at the same time,it can promote it to find its advantages,make accurate efforts,get rid of the development dilemma,and develop in a high-quality and healthy way.On the one hand,it can also provide some reference and practical significance for a group of tea enterprises in the same development situation.