Tieguanyin belongs to oolong tea and is one of the top ten famous teas in China. According to the book "Making Tea" compiled by the National Agricultural College, "The origin of green tea (oolong tea) was created and invented by working people in Anxi, Fujian Province in the third to thirteenth year of the Qing Dynasty (1725- 1735), which was first introduced to northern Fujian and then to Taiwan Province Province." Tieguanyin, with its excellent quality and unique fragrance, has been copied from one place to another, spreading all over southern Fujian, northern Fujian, Guangdong, Taiwan Province Province and other oolong tea areas. In the 1970s, there was an "oolong tea craze" in Japan, and oolong tea became popular all over the world. Some green tea producing areas such as Jiangxi, Zhejiang, Anhui, Hunan, Hubei and Guangxi. Oolong tea production technology has been introduced one after another, and "green to black" (that is, green tea becomes oolong tea) has been implemented. At present, there are four major oolong tea producing areas in China, namely, southern Fujian, northern Fujian, Guangdong and Taiwan Province. Fujian has the longest production history, the largest output and the best quality, especially Anxi Tieguanyin and Wuyi Rock Tea. In recent years, Huaan Tieguanyin, which is separated from Anxi Chashan by a mountain and the second largest Tieguanyin production base in China, has also begun to emerge.

Tieguanyin is not only fragrant and mellow, but also a natural and delicious drink, and its health care function is also outstanding in tea. Modern medical research shows that Tieguanyin not only has the health care function of ordinary tea, but also has the functions of anti-aging, anti-cancer, anti-arteriosclerosis, preventing and treating diabetes, losing weight and bodybuilding, preventing and treating dental caries, clearing away heat and reducing fire, and relieving hangover. Tieguanyin was introduced from Anxi County, Fujian Province in the eighth year of the Republic of China, and it can be divided into "Tieguanyin with red heart" and "Tieguanyin with green heart". The main producing area is Wenshan period, with thick branches and loose leaves, few buds and thick leaves, and low yield. However, the quality of wrapped tea is higher, and the production period is later than that of Qingxin oolong tea. Slightly arboreal, with oval, thick and fleshy leaves. The leaves are flat and stretched, which is suitable for Tieguanyin tea seed production.

Analysis: Yifu tea mainly sells Tieguanyin, which meets the public demand for tea. Tieguanyin is also suitable for the general working class, so it has a good development prospect.

Industry environment analysis

After investigation and study, online shopping has become the general trend, and the marketing method of Yiyifu tea on the Internet has a good development platform. First of all, online media has the characteristics of wide spread, high speed, no time and space restrictions, detailed content, multimedia communication, vivid image, two-way communication and rapid feedback, which is conducive to improving the efficiency of small shop marketing information communication, enhancing the effect of small shop marketing information communication and reducing the cost of small shop marketing information communication.

Secondly, online marketing has no store rental cost. Moreover, direct sales of products can be realized, which can help small stores reduce inventory pressure and reduce operating costs.

Network marketing strategy selection

market strategy

Products: Tieguanyin is not only fragrant and mellow, but also a natural and delicious drink, and its health care function is also outstanding in tea. Modern medical research shows that Tieguanyin not only has the health care function of ordinary tea, but also has the functions of anti-aging, anti-cancer, anti-arteriosclerosis, preventing and treating diabetes, losing weight and bodybuilding, preventing and treating dental caries, clearing away heat and reducing fire, and relieving hangover.

Price: The pricing of Yifu tea industry should not only combine with the current tea market, but also highlight its own characteristics. Under the network marketing environment, it is necessary to achieve the "optimal supply and demand configuration state" to the maximum extent, and at the same time meet the optimal conditions of production, exchange and production exchange.

Promotion means: Yifu Tea can make use of various characteristics of the existing network. In the network marketing environment, it is promoted through its own website, online advertising and e-mail marketing.

Consumer analysis

From the perspective of consumer gender, tea consumption is influenced by consumer characteristics such as age, gender and income. The survey results show that men drink more tea than women in the group whose annual per capita consumption exceeds 600 grams, so most consumers who visit this website are men. Therefore, when designing a website, we should pay more attention to men's aesthetics and appropriately add some elements that attract men. Secondly, combined with the characteristics of online consumers, most of these consumers are young people, with high income and pursuing personalized things. Therefore, the website should not be unconventional while pursuing beauty, and some interactive and fashionable content can be added.

From the perspective of consumer groups, the traffic sources of the website can also be the following:

1, enterprises and institutions. They may distribute tea to employees. As a kind of welfare treatment of the company, the price of tea in physical stores is often higher, so they turn to the Internet to form consumer demand.

2. Tea producers. They may want to set up their own online store to learn from this website, or they may want to join this website to win.

3. Tea dealers. They may get information from this website, or establish some kind of trade relationship with this website to resell the tea promoted by this website.

4. it is suitable for the time being.

promotion policy

1, Witkey: There are many Witkey websites in China, and there is also a forum posting function on Pig Eight Rings Witkey. As long as you have little money, many people can help you post in major forums.

2. Blog: register dozens of well-known domestic blogs, mainly Sina, and send the soft articles written each time to Sina blog first, and then reprint them to other blogs.

3. Dating websites: Intranet, Lily.com, etc. And exert the same strength as Weibo.

4. E-mail and related chat software: There are many chat software, I want to list them, Tencent QQ, MSN, Fetion (MMS, SMS, magazines), Ali Want Want HC, Skype, Yahoo! , Sina UTGame, GoogleTalk, IS voice chat, shutter, school newsletter, playing YY, 5 1 hang, Netease.

5.RSS subscription: Some blogs, websites and forums have this function. Now Tencent has done a good job in RSS function. I like it very much. RSS is a very good way to keep customers' eyes.

6. Life search: For example, if the electronic map indicates Yifu Tea Company, then introduce the company in detail. In the future, there will be more and more mobile phone users, GPRS positioning system will be more and more extensive, and life search will help customers point out the direction.

7. Enterprise Yellow Pages, Directory Websites and Industry Reports.

8. Electronic dictionary: for example, Baidu Encyclopedia.

9, free download: such as diced beans. Com, many good websites are downloaded for free. Share everything that your company doesn't keep secret. Of course, pay attention to keywords.

10, authoritative comments and authoritative rankings

1 1. Game platform: For example, the game Second Life is a good platform. Although it is not so popular now, it is very enlightening.

Tea Network Marketing Plan (3)