Research On The Marketing Strategy Of H Company's Freshly Brewed Tea Drink

In recent years,the market of China’s ready-made tea beverage industry has developed rapidly,and many tea brands have sprung up in the market.Since 2012,China’s ready-made tea beverage industry has received more and more attention.In2018,the industry’s investment popularity exceeded 1 billion,and from 2012 to 2018,the industry’s annual financing scale increased from 20 million to 1.068 billion.During the epidemic period,catering has been hit hard,but the financing of the ready-made tea industry has maintained a trend of increasing year by year.It is estimated that the scale of China’s ready-made tea beverage market will reach 180.6billion yuan in 2022.After experiencing the first stage of "powder brewing" and the second stage of "creamer and tea",street beverage shops have now entered the era of ready-made tea3.0 that emphasizes high-quality raw materials,fresh fruits,high-quality dairy products,and tea bases,and has begun to emphasize the cultural building of brands,emphasizing modern and fashionable store environment and digital layout.With the influx and expansion of a large number of ready-made tea brands,the industry has begun to expose serious product homogenization,food hygiene and safety concerns and other related problems,and the freshly made tea drinks in first-tier cities are gradually saturated,and the industry market is showing a sinking trend,and the second-and third-tier cities will become the main battlefield of the ready-made tea beverage industry in the future.Therefore,how to optimize and upgrade the marketing strategy,give the brand more positive empowerment,and become the foothold of the ready-made tea beverage brand to stand firm in the market position.As of August 2022,the number of stores opened by Company H in second-and third-tier cities accounted for 22.98% and 18.27% of its total stores,including 188 offline stores in Guizhou and 88 stores in second-tier cities in Guiyang.Based on the above background,this paper starts from the analysis of the marketing environment,and adopts the literature research method,questionnaire survey method,case analysis method and field research method to carry out research,and conducts an in-depth analysis of the marketing situation of the mid-end tea beverage H company in Guiyang,a second-tier city,combined with the 7Ps theory,puts forward the marketing strategy optimization measures of Company H,and gives the safeguard measures of the marketing strategy,which has practical significance and operability,helps to improve the market competitiveness of Company H,and adds new impetus to the enterprise.It will help other small and medium-sized ready-made tea brands to better adjust and formulate marketing strategies,and provide reference for how to formulate marketing strategies in second-tier cities such as Guiyang,so as to increase the market share of chain brands,and have practical significance for solving the problems faced by enterprises in market development.