Research On The Marketing Strategy Of Company A’s Tea Drinks

In the new era,the consumption pattern is constantly innovated,and consumers’ demand for product quality,individuation and health is increasing day by day.Under the trend of consumption upgrading,the new tea drink,as a new consumption mode,has brought new profit points for the traditional tea drink industry.At present,new tea drinking enterprises emerge in an endless stream,with uneven brands and fierce market competition.Behind the rapid development of the industry,some new tea drinking enterprises have also exposed some problems,such as serious product homogeneity,brand lack of competitiveness.If the new tea drinking enterprises want to develop continuously,they must adjust their marketing strategies according to the market changes.This paper takes A company’s tea drinks as the research object.Firstly,questionnaire is designed to survey the consumers of the new tea drink.Data support for this paper was obtained through questionnaire survey.This paper describes the current marketing status of tea drinks of Company A.On this basis,according to the analysis results of questionnaire survey,the main problems are found,which are mainly reflected in four aspects: product,price,channel and promotion.Secondly,PEST analysis model and SWOT analysis model are used to analyze the macro environment and internal environment of tea drinks in A company.At the same time,Porter’s five forces analysis model is used to analyze the competitive environment of enterprises.Finally,aiming at the problems existing in the development of tea drinks of A company,this paper uses the 4Ps marketing theory to propose marketing optimization strategies in line with the actual situation of the company.In terms of product strategy optimization,Company A implements new product iteration,production process improvement,product quality improvement,health concept and personalized packaging for tea drinks.Two pricing methods,differential pricing and regional pricing,are adopted to optimize the pricing strategy.In the optimization of channel strategy,the company should improve the store channel management and expand sales channels.In terms of promotion strategy optimization,social network promotion and offline store promotion should be combined.Through this study,the marketing status of tea drinks of A company can be improved,its competitiveness can be enhanced in the market competition,and it can play a certain reference role for the development of other new tea drink enterprises.