西安理工大学工商管理硕士学位论文 three elements: geographical factors, age structure and income level, and it is determined to sell multi-category high-quality organic selenium-rich green tea to middle and high in-come people in the South China market. Combined with the 4P strategy, we should put forward a targeted strategy for the problems existing in Kangquan Company. First, the product strategy should enrich the product structure and differentiated category marketing. Secondly, in terms of price strategy, we should adopt different pricing methods for different products through the analysis of pricing factors and different pricing methods. Then we should choose the channel strategy. Choose an omni-channel mode that combines online and offline, keep up with the new retail trend of live streaming, and manage different sales channels differently. Finally, in order to ensure the effective implementation of the marketing strategy, measures such as optimizing human resources management, strengthening investment in introducing new technologies, and formulating standardized production management methods are put forward. Thisarticle takesthe marketingmodelof KangquanEcologicalCompany asthe background to study its problems in marketing. While proposing targeted solutions, it is hoped that it can help Kangquan Company get out of the development dilemma. At the same time, it also provides more marketing ideas for other small and medium-sized tea enterprises, providing them withnew ideas, openingup new patternsand gaining newadvantages in market competition. Keywords: tea; marketing strategy; Kangquan Company III 目录 1 导论 .............. 1 1.1 研究背景和意义 ................ 1 1.1.1 研究背景 .....