Analysis on Macro-marketing Environment of Tea

Tea industry is a traditional cultural industry in China with a long history and rich cultural connotations. With the upgrading of consumption and the improvement of health awareness, the tea market has gradually changed from the traditional competition of "taste+brand" to the competition of "quality+health+culture", and the market environment has also changed.

I. Policy environment

1. The government encourages the development of tea industry and supports tea enterprises to strengthen brand building and technological innovation. In order to promote the development of tea industry, the government has made a series of policy arrangements and preferential policies for the construction and production of tea gardens, such as tax incentives, financial support, organizing tea industry associations, and formulating industry standards.

2. The government has strengthened the management and supervision of the tea industry and promulgated a series of relevant standards and regulations. In order to ensure the healthy development of tea industry, the government has strengthened the supervision and management of tea quality, standards and safety, and established a tea quality inspection system and related standards and regulations.

Second, the economic environment

1. More and more people begin to pay attention to the quality and health care value of tea, and the market demand for tea has gradually changed. As a healthy drink and a representative of cultural heritage, tea has attracted more and more people's attention and love, and its quality and health have become the focus of consumers' attention. Natural health, organic standards and origin certification have become the focus of consumers' attention when buying tea.

2. The rise of e-commerce and enjoyment economy has provided new sales channels for the tea industry. The mode of e-commerce and * * * enjoying the economy has been constantly innovated and developed, which has promoted the transformation and development of the tea industry with the help of Internet technology. Emerging models such as tea e-commerce and live broadcast sales provide new sales channels for tea enterprises and promote the development and growth of the tea market.

Third, the cultural environment

1. People's enthusiasm for tea culture continues to heat up, and the popularization and inheritance of tea culture provides new opportunities for the tea industry. As one of the representatives of China traditional culture, tea is deeply loved and respected by people. The popularization and inheritance of tea culture has become an indispensable part of tea industry, and the experience of tea garden, tea ceremony and tea culture has also become an important reference factor for consumers to choose tea brands and products.

2. The integration of tea culture and innovation has promoted the development of tea industry. As a representative of traditional culture, tea must be constantly innovated and updated in the development of tea industry. Through the integration of tea culture with fashion, science and technology, art and other aspects, the tea industry has continuously injected vitality and new breakthroughs, achieving a win-win situation for tea culture inheritance and tea industry innovation.