A Marketing Strategy Analysis of Xiaoguan Tea

Abstract

Chinese tea culture has a long and ancient history, originating from the Tang Dynasty. Even now, tea drinking plays a significant role in people's daily lives. However, the inherent characteristics of the smallholder economy have severely restricted the proliferation of the tea industry. The scattered tea market pattern has also negatively impacted industrialization. Therefore, it is necessary to study the marketing strategy of the tea market. This article uses a case analysis and literature review to analyze the consumption characteristics of the tea market, and combines the brand marketing strategy of Xiaoguan Tea to conduct a special study on the factors limiting the industrialization of the tea industry. We also forward constructive suggestions to promote the standardization and branding of the tea industry. According to the marketing strategy analysis of Xiaoguan Tea, we conclude that integrating the industrial chain and increasing the utilization rate of machinery are two effective measures. Moreover, establishing a universal pricing standard and evaluation system and constructing the brand architecture for tea, are the steps necessary for the Chinese tea industry to achieve innovative breakthroughs.