Preface:

(Project introduction)

Nowadays, computer network technology is developing rapidly. With the popularization of computers, e-commerce has become an important industry. With the rise of international informationization and paperless, e-commerce has changed the traditional business model of many enterprises and promoted the development of e-commerce, and the future business model will also take e-commerce as the main business model. Network marketing is conducive to improving work efficiency, reducing costs and increasing the market, so we will promote network marketing, change the marketing model, promote corporate brands and improve corporate economic interests.

Second, the network market situation analysis

1, network market prospect analysis

At present, I have said that the overall demand of the tea market is too saturated, the growth rate of consumption is hell, and the expansion rate of tea production capacity presents the characteristics of a buyer's market with oversupply. Under such circumstances, the main situation of China tea market is 1 there are many kinds of tea and many enterprises. There are thousands of kinds of tea in China, including about 200 kinds of famous tea. The management of tea market is chaotic and there is no standard. A wide variety of tea and enterprises have led to a chaotic market situation. 3 the strength of the enterprise is weak, and the brand awareness is weak. There are many tea enterprises in China, but most of them are weak and adopt the traditional business model. The brand awareness of tea enterprises is weak, and there are less than 1000 tea enterprises registered with their own brands nationwide.

2. Opportunity analysis of Yifu tea network market;

Tea network marketing is a part of the rapid development of e-commerce. Network marketing does not need middlemen to reduce circulation links, and more and more people like online shopping. Shopping online is convenient and labor-saving. Conducive to the development of tea enterprises. Yifu mainly sells Tieguanyin in Anxi. Anxi Yifu Tea Factory has its own alpine ecological tea garden with authentic tea. Conducive to sales.

3, network market risk analysis

As a business contact, the most important principle is honesty. Customer's doubts and uncontrollable cognitive errors are important factors affecting sales. Information security requires protecting the confidentiality of commercial information during the transaction. The ever-changing business situation once a deal is reached, it is undeniable, otherwise it will affect the interests of one party. Pay attention to firewall technology, network antivirus, information encryption storage, identity authentication, authorization, etc.

Third, network market segmentation and target market positioning

1, customer demand analysis

Some customers buy tea as a gift to others, so the packaging of tea can be set to look good and generous with quality, and it is also suitable for making gifts. Tea can never be separated from tea sets, and tea can be sold together with tea sets. Some hot-selling teas can be displayed on the website to help customers choose and attract consumers.

2. Market segmentation: Yifu Tea mainly deals in Anxi Tieguanyin. Quanzhou people have the habit of drinking tea, and people also

I like Tieguanyin of Yifu. Yifu has a good market share.

3. Positioning of Internet companies

Why should we carry out online marketing, how to carry out effective online marketing, whether to establish the brand of the enterprise or just to display the products, we should have a good subdivision and demand for Yifu's online marketing positioning, and make our own personalized tea online marketing website and scheme according to related functions. Nowadays, corporate websites can be divided into product display type, network marketing type, e-commerce type, service type and different types, and the marketing methods are also different. Therefore, the planning of network marketing is one of the core advantages of an excellent network marketing organization.

Combination of four online marketing strategies (compared with competitors)

1, product strategy

Product is the primary factor of marketing, and enterprises cannot do without products in the whole marketing process. With the increasingly personalized consumer demand, enterprises should not rush to formulate product strategies, but should realize direct dialogue between customers and manufacturers through the Internet, produce products and services according to the specific requirements of different customers and conduct customized marketing.

2. Price strategy:

The formulation of price strategy in network marketing should fully consider the values of each consumer and the consumption ability of customers. Traditional marketing pricing mainly considers the production cost of products and the price of similar products in the market. But online, consumers are basically rational in shopping, and whether the price is appropriate depends on their values. Therefore, the company should fully grasp the purchase information of consumers and realize the full communication between the two parties.

3. Channel strategy:

Channel is the process of transferring products and services from producers to consumers. Network marketing makes production enterprises directly face consumers, and traditional channels are impacted, and consignment or sales agent will be responsible for delivery matching. Channel strategy is to solve the problem of logistics.

4. Promotion strategy:

The core problem of network promotion is how to attract consumers and provide them with commodity information with value incentives.

4, 1, online discount promotion discount, also known as discount, discount, is the most commonly used online promotion method at present. At present, netizens' enthusiasm for online shopping is far lower than that of traditional shopping places such as shopping malls and supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy.

4, 2, online gift promotion Gift promotion has not been widely used online at present. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, better promotion results can be achieved by using gift promotion. Advantages of gift promotion: it can enhance the popularity of brands and websites; Encourage people to visit websites frequently to get more preferential information; According to consumers' enthusiasm for additional products, we can summarize and analyze the marketing effect and the reaction of the products themselves.

4, 3, online lottery promotion Lottery promotion is one of the most widely used forms of online promotion at present, and it is a promotion method that most websites are willing to adopt. Lottery promotion means that one or several people get prizes that exceed the cost of participating in activities to promote goods or services. The online lottery mainly depends on investigation, product sales, expanding user groups, celebration and promotion of an activity. Consumers or visitors get lucky draw opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.

4, 4, integral promotion The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Generally speaking, points promotion will set higher value prizes, and consumers will increase their points by purchasing or participating in an activity for many times, so as to get prizes. Integral promotion can increase the number of times users visit websites and participate in certain activities; Can increase the loyalty of netizens to the website; Can improve the visibility of activities, etc.

Tea Advertising Planning (2)

I. Company Profile

Xishuangbanna Changtai Tea Shop Co., Ltd. was formally established in * *, formerly known as "Yi Wu Sanhe Tea House" founded in the Republic of China. There are three subsidiaries, First Five Branch, Dadugang Shuanggang Tea Farm and Jinggu Hengfengyuan Tea Shop. The company has a primary tea workshop, a refined tea workshop, a Pu 'er tea workshop, a small packaging workshop and a handmade tea workshop. The company has more than 20 managers and more than 200 employees, and has established a perfect management system of competitive incentive mechanism and strict reward and punishment mechanism. Always adhere to the business philosophy of "no one has me, no one has me".

The registered trademark of Xishuangbanna Changtai Tea Shop Co., Ltd. is "Yichangnuo". . "Yichang" Pu 'er tea has absorbed the tea-making experience of traditional Pu 'er tea, and is made entirely of plump and stout bud leaves of ancient tea trees growing in the virgin forest of "Six Ancient Tea Mountains". "Yichang" has more than 50 varieties of Pu 'er tea and green tea series. At present, Yichang tea has been sold to Hongkong, Southeast Asia, South Korea and Japan, Taiwan Province Province, Shenzhen, Guangdong and other places.

Second, the planning purpose

The "Yichanghao" brand series tea of Xishuangbanna Changtai Tea Store Co., Ltd. meets the needs of consumers with the business philosophy of "no one has me, no one has me". Under the guidance of the concept of market economy, Changtai Tea Company uses marketing mix and adopts various strategies and means to occupy the target market according to the positioning of Pu 'er tea and the situation of consumers, so that consumers can enjoy the elegance of Pu 'er tea as soon as possible, and strive to increase the popularity among the target consumers in the market to 65,438+000%, the reputation and trust reach 90%, and the annual sales volume will double.

Third, the history of Pu 'er tea

Pu 'er tea is located in the ancient "Six Tea Mountains" in Xishuangbanna. Tea trees were planted before the Three Kingdoms. After the Three Kingdoms, tea, as a commodity of foreign trade, gradually developed in the Jin Dynasty. Tea commodity base was formed in Tang and Song Dynasties, and was designated as a separate administrative region in Hongwu period of Ming Dynasty. In the middle of Qing Dynasty, the ancient "six tea mountains" flourished, and their products were exported to Sichuan, Tibet and Nanyang. Since then, Pu 'er tea has become famous at home and abroad, and the road to export Pu 'er tea is the ancient tea-horse road in history. The historical export routes of Pu 'er tea mainly include the following: one is from Pu 'er to Kunming and Zhaotong, and then to Luzhou, Xufu, Chengdu, Chongqing and Beijing in Sichuan. 2. Pu 'er went to Lijiang and Xikang Tibet via Shimonoseki. Three are from Menghai to the border port of Rhoda, and then divided into two ways: all the way to Myanmar and Thailand; The second route is through Myanmar to India and Tibet. Article 4 Start from Yiwu Tea Mountain in Mengla, go to Fengshali in Laos, go to Hanoi, and then go to Nanyang. There are seven roads in the six ancient tea mountains in Jiangbei: Yiwu to Jiangcheng Road, Yiwu to Ninger Road and Yiwu to Simao Road, all of which are main roads. Yiwu also takes this road to Yibang, Mangzhi and Gordon, from Yiwu to the car to Menghai Road, from Yiwu to Mo Ding Road in Laos, and from Yiwu to Mengxing Road in Laos. In the 25th year of Daoguang (A.D. 1845), from Kunming to Yibang via Simao, passing through the overpass on the Mill River, and then to the ancient tea-horse road inlaid with stone slabs in Mansha and Yiwu, it is about 2 meters wide and hundreds of kilometers long. There used to be many tea shops and teahouses in Chashan, specializing in the acquisition, processing and export of tea, showing a prosperous scene.

Fourth, there are problems in the market.

1) the productivity of tea garden is low: first, there are few asexual varieties; Second, there are few tea gardens in alpine high-quality tea producing areas; Third, due to the low level of fertilizer planting, the existing tea gardens are scattered, aging and abandoned seriously.

2) Low productivity of tea factory: Due to the small scale, poor equipment, low degree of automation and informatization and weak competitive strength of tea factory. Strangely, the size of the tea factory is still shrinking.

3) Insufficient market construction: Because the products are not guided by market information and there are no smooth sales channels, blind planting and production lead to sales difficulties. Even if there is, there is a moment, no moment; Short-term yes, long-term no, export, domestic auction market, production can not be in line with international standards.

4) Weak product competition: there are many brands and few well-known brands, and there is no world-class brand like Lipton; Poor product quality, poor raw materials and poor sensory quality; Shoddy, fake, substandard health indicators, pesticide residues exceeded the standard.

5) Low management level: Due to various reasons such as system, the whole industry has not paid enough attention to management science, and managers have basically not received professional training in management, so the potential of existing enterprises cannot be brought into play.

6) Disordered management of the industry: At present, the tea industry seems to be a pure free market economy, letting itself go.

7) Serious shortage of talents: Due to the loss of the whole tea industry, professionals have been laid off. On-the-job or in government agencies, or in large enterprises with good benefits, or starting their own businesses to sell tea, but there is a serious shortage of front-line talents in planting and enterprise markets.

8) Poor market development: Orientals regard tea as an art, while Westerners only regard tea as a commodity. China is rich in tea culture, but it lacks tea marketing.

9) Insufficient investment in science and technology: Why can't tea compare with coffee? Look at the increase in research on peripheral equipment of coffee, and tea is always a pot and a cup. The research topic of tea machinery and tea processing in the "Seven Questions Five" and "Eighth Five-Year Plan" National Natural Science Foundation is zero. Hunan Tea Research Institute has a history of more than 70 years, more than 70 scientific and technological personnel, and the minimum research funding is only tens of thousands of yuan a year.

V. Product market opportunities

With the continuous progress of society and the continuous improvement of people's living standards, people's consumption concepts are constantly changing. The high-quality Pu 'er tea series launched by Xishuangbanna Changtai Tea Company is mainly aimed at tea lovers, personnel of institutions and intellectuals with certain consumption levels. As far as the consumption level of "Pu 'er tea" is concerned, its consumption places are mainly high-end tea houses, tea shops, major shopping malls, specialty stores, hotels, medium and high-end entertainment places, and group consumption dominated by personnel of government agencies, large and medium-sized enterprises and institutions and conferences.

Sales target of intransitive verbs

Distribution points have been set up in large and medium-sized cities across the country, and some products will be sold abroad, forming a wide sales network throughout the country. The estimated sales amount is:100000 RMB.

Seven, sales plan

1, marketing ideas:

First of all, the salesman is trained in tea and marketing knowledge. In the marketing plan, the marketing concept is divided into two parts. On the one hand, focus on high-end products, strengthen the brand awareness of "Pu 'er tea" and attract consumers through brand strategy. On the other hand, it faces ordinary consumers with non-brand strategy (mainly low-grade tea), and enters low-grade tea shops and teahouses through some wholesale channels or directly.

2. Means of implementation

According to the product positioning and consumer groups (places) of Pu 'er tea, the salesmen are divided into several business groups to explore the market from various fields.

Set the following business groups according to the classification of consumer industries and regions or by regions:

1, middle and high-grade teahouse business group

2, large and medium-sized shopping malls and supermarkets business group

3. Enterprises, institutions and conference (group consumption) enterprise groups

4. Hotels, guesthouses and high-end entertainment enterprise groups

5. Powerful grocery store, wholesale and retail business groups

6, provincial and municipal tea companies and wholesalers, public tea shop group

The above six enterprises strive to expand their business in an all-round way within three months, occupy the market quickly, and cooperate with various promotional means and advertisements.

Eight, promote the planning scheme

1) Promote Pu 'er tea culture: Pu 'er tea has developed from the oldest traditional handicraft to modern advanced scientific tea-making technology; It has gone through a long historical period from eight-color tribute tea, golden melon tea and golden melon tribute tea in ancient times to Nannuo Bai Hao and Daughter tea now. It is an outstanding representative of ancient and modern Pu 'er tea.

2) Pay attention to brand packaging:

Text advertisements and picture advertisements on tea packaging should be concise and focused, and there should not be too many words and pictures. The number of words and the arrangement of pictures should be determined according to the area and shape characteristics of the outer surface of the package, and great attention should be paid to the coordination of words and pictures. Generally speaking, the contents of text advertisements on tea commodity packaging mainly include the following aspects:

(1) tea trademark and name;

(2) Tea origin:

(3) Briefly introduce the quality characteristics of this tea:

(4) Net weight of tea. Some packages are accompanied by a concise description of the health care function of tea.

3) Strengthen brand promotion: In the specific implementation process of tea promotion, we should pay attention to actual results.

Nine. Marketing activities

1) held a large conference.

A. Invitee: national tea experts.

Product distributor

news media

B. Activity form: Publicly introduce the brand image of Pu 'er tea to the public at the press conference.

C estimated activity time: mid-April, 20 10.

D. estimated cost: 50,000 yuan.

2) Hold a promotion meeting of Pu 'er tea products.

A. Invitee: national tea experts.

Product distributor

Person in charge of large and medium-sized shopping malls

B. Activity form: tea tasting, introducing the main characteristics of Pu 'er tea compared with the top ten famous teas in China.

C estimated activity time: 20 10 mid-may.

D. estimated cost: 50,000 yuan.

Advertising is a high-cost promotion method. Whether the promotion results can increase the sales of tea depends on the advertising effect. Advertising effects include economic effects (the impact of advertising on tea sales and corporate profits), social effects (the public's understanding of tea enterprises and tea, and the impact of advertising on people's lifestyles and consumption habits) and psychological effects (the psychological effects of customers on advertising), which are finally manifested by economic effects and can be measured by the following formula:

Advertising benefit: sales increase/advertising expense increase * 100% or advertising benefit: (current sales-basic sales)/current advertising expense.

Of course, the promotion effect is also affected by the comprehensive factors of its promotion combination, and other factors should also be considered when drawing the measurement results. Through comprehensive analysis, it can provide a basis for enterprises to scientifically formulate advertising strategies and adjust advertising ideas.

When advertising tea, tea enterprises should also strengthen communication and contact with industry and commerce, technical supervision, quality inspection, news and other units to prevent counterfeiting, deal with unexpected problems in time, prevent negative effects, strengthen horizontal contact, take the road of strong alliance and complementary advantages, avoid infighting and vicious competition, and create a good competitive atmosphere in the tea market.