Research on the Optimization of Omnichannel Marketing Strategies for Tea Enterprises under the Background of Digital Economy: A Case Study of Shan Guo Yin Yi

With the development of the global digital economy, marketing in various industries is gradually transforming and upgrading towards digitalization, and omnichannel marketing has become the latest model for marketing upgrading in various industries. Omnichannel marketing for tea companies encourages them to sell and promote their products through various online and offline channels, as well as accumulate data resources to provide data support for product innovation, brand building, market expansion, and decision-making. This study is based on the PEST theory, the Five Forces model theory, the precision marketing theory, and the consumer behavior theory, and uses interview methods and grounded theory to conduct research on tea enterprises. Through research and analysis of 81 middle and senior managers in the marketing departments of tea companies, it was found that there are 7 factors that affect the omnichannel marketing of tea companies, namely: (1) The product promotion channel is relatively single. (2) The inventory issue is prominent. (3) The degree of integration between online and offline is poor. (4) The current marketing campaign lacks appeal. (5) The user service experience feels poor. (6) Data analysis and precision marketing are still insufficient. (7) The brand image is still poor. Based on the grounded theory, the research and analysis of tea enterprises have yielded seven targeted strategies for optimizing omnichannel marketing in the context of the digital economy: (1) Expand the existing marketing channels. (2) Promote digital inventory management. (3) Online and offline combination can be carried out based on "Internet plus data". (4) Enhance the attractiveness of scenario based marketing activities. (5) Enhance the overall user service experience across all channels. (6) Strengthen data processing capabilities. (7) Create a unique KOL image for tea companies. The purpose of this study is to provide theoretical basis for optimizing omnichannel marketing for tea enterprises, and to provide some reference for the transformation and development of omnichannel marketing for tea enterprises in other countries around the world. It is expected to better adapt to the development trend of the digital economy era and promote the high-quality development of the global tea industry.