- 期刊
Research on the Competitiveness of Modern Tea Industry from the Perspective of Economics -- Taking HEYTEA as an Example
摘要
In order to seize the opportunity of new media marketing boom, arouse consumers' desire to buy, get more sales and net profit, increase market share and enhance the market competitiveness of HEYTEA, a feasible new media marketing planning scheme is formulated. This plan is divided into six parts. Firstly, on the basis of introducing HEYTEA, this paper expounds the main tasks and objectives of the planning scheme design, and analyzes the marketing environment of HEYTEA from macro and micro aspects. Secondly, it analyzes the internal advantages and disadvantages, external opportunities and threats of HEYTEA. Although HEYTEA's single tea drink tastes good, its target customer positioning is very accurate, and its financing channels are very stable ,but HEYTEA's cultural heritage is not deep, its popularity is not big enough, and its products are highly reproducible. In addition, consumers' time cost of purchasing HEYTEA is high, which leads to serious homogenization competition in the tea industry market, This requires HEYTEA to give full play to its own advantages and seize the opportunity of the rapid development of Internet and big data technology for new media marketing. On this basis, a new media marketing plan is designed for the high-end market of HEYTEA. Finally, the paper analyzes the advertising risk, product quality risk, product service risk and public relations risk that may exist in the implementation of marketing planning scheme, and puts forward corresponding control and preventive measures.