As a production enterprise, unless it is a super-large tea enterprise, it is necessary to distinguish between the production end and the sales end. In the new era of global economic competition, China tea enterprises can only gain a firm foothold in the global tea enterprises by conducting in-depth market research and formulating appropriate marketing strategies.
abstract:
Speaking of tea culture in China, I believe many people know something about it. As a modern branch of tea culture, tea products have gradually occupied a place in the consumer goods market, and there are more and more types of tea products and related market shops. Drinking tea (a new type of tea product) has become one of the main trends of mass consumption. On this basis, this paper will make an in-depth investigation on the market of tea enterprises in view of the future development of tea enterprises and the new situation of China's economic transformation and development in the new period, and then study the marketing strategy of tea enterprises in China for reference.
Key words:
China tea enterprises; Market research; Marketing strategy; study
1 Overview of Tea Enterprises and Marketing in China
Marketing refers to a means to provide goods at the right price at the right time and place. Its scope and content are extremely extensive, not only advertising, but also pure market research. Marketers are often confused here, so the author emphasizes it here. Generally speaking, marketing can be divided into three types: consumer marketing, industrial product marketing and service marketing. By defining the characteristics of consumer goods marketing, that is, selling directly to the public through retail channels, China tea enterprises can be defined as the scope of consumer goods marketing. For the definition of tea enterprises in China, many researchers use tea shops and tea restaurants in the market to define the scope of tea enterprises monotonously and rigidly, which is wrong. No investigation, no right to speak. Through consulting materials and on-the-spot investigation, the author found that although China's tea industry is dominated by contemporary fast food consumption, mainly tea shops, tea restaurants and teahouses, there are also teahouses and indoor tea spaces. Moreover, there are many types of comprehensive tea enterprises, and these enterprises have divided functional areas. For example, in a large tea culture mall, they have divided business areas, dining areas, rest areas and so on. These are all multi-functional and multi-service phenomena existing in large tea enterprises now. The author emphasizes the classification and market types of tea enterprises here, because only by in-depth study of the market types of tea enterprises in China can we compare the development trends of tea enterprises in recent ten years and draw pertinent marketing strategies on this basis, which is particularly noteworthy. Therefore, the author's initial idea of market research is that the multi-function of large enterprises will lead the reform trend of marketing methods of other enterprises. In view of this, the transformation of marketing strategy should focus on developing new products or adopting some marketing methods, and tend to focus on comprehensive strategies.
2 China tea enterprises marketing strategy research
According to market research, changing marketing strategy quickly is the focus of marketing. The information in the market changes rapidly. How to obtain information, screen information and draw a preliminary conclusion on the basis of real information is the first step of strategic research. It is the second step for any enterprise to conduct strategic research on market information, then determine the direction of product development and innovation, decide the location of trial sales and actual sales, and design the sales mix. The decisive factor of tea enterprises in the field of consumer goods marketing is their product renewal and service follow-up. Therefore, it is of great significance to conduct in-depth marketing strategy research, including specific market research, product marketing strategy research and channel marketing strategy research of tea enterprises. Below, the author will discuss in depth for reference.
2. 1 China tea enterprise market research
In the field of market research, specific operations should be combined with marketing objectives. The reason is that the goal of marketing is often the business goal of the enterprise, that is, the market share of the product, to obtain detailed market share information, and then to determine the detailed investigative steps, in order to successfully complete the market research activities.
First, the respondents. Taking China tea enterprises as an example, the survey object should be the proportion of tea in China consumer market, which shows how much market share China tea industry has. On the basis of established market share, setting a small goal is a specific marketing goal, such as the specific production volume of a brand. For example, the marketing method of Galanz microwave oven is achieved through a series of price reduction measures on the established market share target of 45%. Therefore, China tea industry should learn from some successful enterprises to conduct specific market research.
Second, the detailed steps. On the basis of the overall and abstract big goal, it can be decomposed into detailed and specific small goals and solved one by one, which can improve the sales efficiency of tea enterprises. Moreover, the importance of this small target strategy is that the market changes for no reason. Simply making a single plan often can't keep up with the changes in market conditions, and small goals can be modified independently. For example, 1 milk tea products are not popular in the market, which can reduce production, avoid product backlog and increase costs, which is one of them. For another example, the established actual sales location will greatly increase the sales cost due to policy factors, so the implementation of the prepared plan B can quickly solve the problem, which are the advantages of formulating detailed steps.
Third, the specific investigation methods. There are various methods of market survey, which can be generally divided into general survey and spot check. Census consumes a lot of manpower and cost, and only large enterprises, especially high-tech industries, will adopt it, while spot check is more suitable for market research of tea enterprises. Pay attention to the people and methods of spot checks. In terms of tea enterprises, the crowd is mainly teenagers, and female customers are mainly teenagers. Because according to the existing second-hand data, girls have a soft spot for tea, so it can solve the problem of crowd selection. The sampling method adopted can be internal sampling or external sampling. The disadvantage of external spot checks is high cost, sometimes the sampling objects don't cooperate, while internal spot checks often can't treat products objectively. Therefore, how to choose the meeting point between the two is something that all tea enterprises should adapt to according to the right time, place and people. The author can't draw a conclusion here. To sum up, survey objectives, specific steps and specific survey methods are three aspects that tea enterprises need to study and pay attention to when conducting market research.
2.2 China tea enterprise product marketing strategy.
No matter what kind of enterprise's marketing strategy is studied, we should first start with its products and study the marketing strategy of its products in combination with the dependence of tea enterprises on products. In fact, the marketing strategy of products is divided into three main aspects: product making, product pricing and product sales. Below, the author will discuss from these three main aspects. First, the production of products. The definition of product is very broad, which can be either a formed commodity or an unformed service, but strictly speaking, a service can also be defined as a commodity. When discussing the tea market, the author noticed that the commodity market is changing all the time, just like running water, it will not stay. Therefore, the production of enterprise products should be constantly innovated in order to maintain long-term competitiveness. In the process of making new products, the role of market research is extremely important, and it is simply a mainstay. The author thinks that the production of new products: 1. It should conform to the development trend of science and technology in the future; 2. To conform to the psychology of consumers now, most consumers will not have a good impression on outdated and too new products; 3. Consider the relationship between sales volume and cost.
These three important information should be obtained from market research, so the importance of market research discussed in the last article can be found here and can also be mutually confirmed. Second, the pricing of products. The price war has almost become a must for modern enterprises. However, according to the author's analysis, the game of price war varies according to different enterprises. In large-scale high-tech enterprises, it is reflected in high pricing, slow price reduction and low price stability; In terms of tea enterprises, the author thinks that we should also set high prices and slow down the price reduction, but we can't stabilize low prices. First of all, the inherent price elasticity of tea products, such as black tea drinks, has not changed much. Generally speaking, the change of their price range will not have much impact on consumers, which is different from that of mobile phone companies. Therefore, the pricing of tea enterprises can be very high. Third, the sales of products. Product sales here are not the same as marketing, but are included in marketing. The initial sales of tea products are mainly based on pilot marketing. For example, when Zong tried Wahaha milk tea, he only chose one production line, and the pilot was fixed, which was provided free of charge to promote his products.
2.3 China tea enterprises channel marketing strategy.
Theoretically, I deeply studied all aspects of marketing, that is, the market of tea products, market research methods, and specific product production and promotion strategies. Here, the author will proceed from reality and explore the channels for tea enterprises to implement marketing. First, industrial upgrading. It is worth emphasizing that tea products sold by tea enterprises, whether new products such as milk tea or ancient products such as green tea and black tea, all contain certain tea culture, so the cultural connotation of tea products must be combined at the product release site. Before the release, you can also adopt a hunger marketing strategy. Second, consumption promotion. The focus here is to grasp the psychology of consumers and the way of service. In tea enterprises, the production of tea products should not only pay attention to tea products, but also pay attention to after-sales service of tea products. Even compared with the promotion of tea products, it is more practical and reasonable to study how to make tea products stores accepted by consumers. Third, trade promotion. As a production enterprise, unless it is a super-large tea enterprise, it is necessary to distinguish between the production end and the sales end. Then, study how to establish contact with retailers and wholesalers and persuade them to sell tea products, which is the main content of trade promotion. The author believes that at this stage, we should also emphasize the cultural nature of tea products, so that the connotation of tea culture can enable retailers and wholesalers to discover the inherent market potential of tea products.
3 Conclusion
Tea products contain profound tea culture connotation. Therefore, it is not only a commercial behavior, but also a cultural communication behavior to carry out innovative processing and development in contemporary times to make it popular with the public and become the main trend in daily drinks. As an enterprise shouldering the heavy responsibility of spreading tea culture and building China tea culture brand, China tea enterprises have a long way to go. In the new era of global economic competition, China tea enterprises can only gain a firm foothold in the global tea enterprises by conducting in-depth market research and formulating appropriate marketing strategies.
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