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Research on Anxi Tieguanyin's Marketing Strategy Based on Data

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Research on Anxi Tieguanyin's Marketing Strategy Based on Data 2020 International Conference on the Frontiers of Innovative Economics and Management (FIEM 2020) Research on Anxi Tieguanyin's Marketing Strategy based on Data Analysis of the Whole Network Jingxuan Lianga, Huiqi Songb, Youcheng Chenc, * Anxi College of Tea Science, Fujian Agriculture and Forestry University, Quanzhou, China [email protected], [email protected], c,*[email protected] Abstract. The brand value of Anxi Tieguanyin has promoted the development of regional economy and is of great value to the research of Anxi Tieguanyin's marketing strategy. The data of Baidu index and 3581 online shopping evaluations are captured, and the data are processed by visual analysis platform Tuyue and qualitative research software Rost CM. Then the grounded theory is used to code high-frequency evaluation words to obtain the influencing factor model of Anxi Tieguanyin's customer purchase intention. Finally, based on the analysis of the whole network data, this paper puts forward the marketing strategy of Anxi Tieguanyin. Keywords: Anxi Tieguanyin, Marketing Strategy, Grounded Theory. 1. Introduction Anxi Tieguanyin is the main representative of Fujian Anxi tea. Anxi Tieguanyin Tea was selected as "China's Important Agricultural Cultural Heritage" in 2014[1], won the first place in China's regional brand value tea category with 142.438 billion yuan in 2016[2], was selected as "China's Top Ten Tea Regional Public Brands" by the Ministry of Agriculture in 2017[3], and ranked first in the value of regional brands with 142.686 billion yuan in 2020[4]. Its brand value has promoted the development of regional economy. It is of great value to the research of Anxi Tieguanyin's marketing strategy[5]. According to the whole network search "Anxi Tieguanyin" customer data, explore the characteristics and behaviors of all customers in Anxi Tieguanyin market. Furthermore, by analyzing the network evaluation of real customers, we can understand the positioning of products in the market and the content that customers pay attention to Anxi Tieguanyin products. Therefore, based on the data analysis of the whole network "Anxi Tieguanyin", this paper puts forward suggestions and countermeasures on the marketing strategy of Anxi Tieguanyin. 2. Analysis of Anxi Tieguanyin's Whole Network Customers Baidu Index can be used to explore the characteristics and demand orientation of customers searching for "Anxi Tieguanyin" on the whole network, including potential customers, target customers and real customers of Anxi Tieguanyin. Therefore, according to Baidu Index, the following report reports the age and gender distribution of customers, related demand hot spots, and competing brands in the same industry. 2.1 Age and Gender Distribution of Whole Network Customers in Anxi Tieguanyin According to the age distribution of Anxi Tieguanyin customers searched on the whole network, it can be seen that the proportion of customers in the age range of 20-39 years old searching for Anxi Tieguanyin is lower than that distributed on the whole network. For customers over 40 years old, the proportion of searching Anxi Tieguanyin is higher than that of the whole network. At the same time, TGI value represents the attention of customers with different characteristics to the problem. Baidu Index shows that TGI value is the lowest in the range of 30-39 years old. Customers over 50 years old have the highest TGI value. According to the gender distribution of Anxi Tieguanyin customers, the proportion of male customers searching for Anxi Tieguanyin is higher than that of the whole network. 261 Published by BCP © 2020 the Authors. 2.2 Demand Map of Whole Network Customers Through the changes of customers' search behavior before and after searching for "Anxi Tieguanyin", the demand words are obtained to express the relevant needs of Anxi Tieguanyin customers.The relevant demand words of Baidu Index show that the most relevant search words are Fengshan Tieguanyin, Anxi Tieguanyin Group, Anxi Tea Capital, and Eight Horse Tieguanyin. In addition, Anxi Tea Grand View Garden, Anxi Qingshuiyan and other tourist domain names appear, which are highly relevant and showing an upward trend. This shows that Anxi Tieguanyin target customers are also interested in Anxi Tea Garden tourism. 2.3 The Heat of Competitive Brand Related Words Through the customer search behavior of Anxi Tieguanyin, the hottest words and the fastest rising central words are divided. The statistical results show that the same industry competes for brands.: Xinyang Maojian, Qimen Black Tea, Wuyi Rock Tea, Junshan Silver Needle Tea, Hunan Black Tea, Snow Tea, Dongting Biluochun, Taiwan Tea. Among them, the brands with strong competitiveness are Xinyang Maojian, Qimen Black Tea, Wuyi Rock Tea and Junshan Silver Needle Tea. The products of Anxi Tieguanyin should pay attention to the difference design with the above competitive brands. 3. Analysis of Online Real Customer Evaluation of Anxi Tieguanyin Collecting the commodity evaluation of online customers can obtain the real customers' brand awareness of Anxi Tieguanyin, as well as the brand demand of Anxi Tieguanyin, and understand the influencing factors of customers' purchase intention, thus providing basis for suggestions on marketing strategy.This study captured 3,581 comments, totaling 72,786 words, searching for "Anxi Tieguanyin" in Jingdong. Then, Tuyue and Rost CM are used for data analysis: high-frequency words are extracted, emotional analysis is carried out, word cloud and semantic network diagram are drawn for visual word frequency analysis, and finally high-frequency words are coded and analyzed based on grounded theory to obtain the detailed cognition of Anxi Tieguanyin real customers on the brand. 3.1 Real Customers' Emotional Orientation Towards Anxi Tieguanyin Emotional analysis of high-frequency evaluation words can obtain customer satisfaction with products. The analysis results show that positive emotions account for 85.74%, neutral emotions account for 10.91%, and negative emotions account for 3.36%. Among them, the segmented statistical results of positive emotions show that the average is 19.91%, the moderate is 23.94%, and the height is 41.89%. The segmented statistical results of negative emotions were moderate 0.22% and high 0.06%. According to the proportion of emotions, it can be seen that the online comments are mainly favorable comments, and the actual customers are more satisfied with Anxi Tieguanyin. 3.2 Real Customers' Overall Perception of Anxi Tieguanyin Word frequency distribution reflects the weight of evaluation impression, thus obtaining the overall image cognition of Anxi Tieguanyin by real customers. According to the visual analysis of high-frequency words in Anxi Tieguanyin evaluation, the evaluation word cloud of Anxi Tieguanyin real customers is drawn (Fig.1.). The highest frequency of words is tea, followed by taste, packaging, brand, color, mellow, etc. Semantic network analysis can aggregate the high-frequency words evaluated by Anxi Tieguanyin. Nodes with dense connections indicate a large degree of clustering, while nodes with sparse connections indicate a small degree of clustering. Through clustering discovery (Fig.2.), words with high centrality include tea, taste, packaging, etc., which are basically consistent with word cloud display. It can be seen that customers are most concerned about the quality and brand of tea, the taste and color of tea soup, the packaging of tea, the cost-effectiveness of products, and the attitude of customer service and logistics. The overall perception of Anxi Tieguanyin is that it is cost-effective and the tea soup is mellow. It is clear and the packaging is of good grade and easy to carry. 262 Fig.1. The evaluation word cloud Fig.2. Real customer evaluation semantic network 3.3 Analysis of Factors Affecting Customers' Purchase Intention Using grounded theory, combining the nodes of word cloud and semantic network, the high- frequency evaluation words are encoded (Table 1). Through open coding, 21 concepts and 9 sub- categories are obtained, and then through main axis coding, 4 main categories are obtained: tea quality attribution, tea external creation attribution, sales link attribution and customer behavior attribution. Table 1. Anxi Tieguanyin high frequency evaluation vocabulary open and main axis coding result table Sub- Examples of high-frequency Main category Conceptualization category evaluation vocabulary Bubble resistance, brewing, A1 Foam resistance impurities A2 Weight Weight, leaf weight B1 Blade A3 Shape Shape is full, granular, uniform Fresh, quality, authentic, clean, new A4 Quality tea C1 Tea quality attribution A5 Aroma Taste, fragrance, orchid, good smell B2 Tea Clear, transparent, golden , light soup A6 Color yellow Pure, delicious, sweet, aftertaste, A7 Luzhou-flavor type thick, B3 Taste Light, fresh, faint scent, clear A8 Fen-scent fragrance Small bag, gift box, high grade, A9 Style portable B4 Packing A10 Material Iron box, handbag C2 Tea external creation A11 Packaging attribution Delicate, atmospheric, beautiful Impression A12 Brand Dealer Legend Club, bamatea B5 Brand A13 Brand Impression Brand, high-end, brand A14 Cost Performance Cost-effective, value for money B6 Price Cheap, good in quality and low in A15 Price C3 Sales link attribution price A16 Logistics Express, speed, self-management B7 Seller A17 Customer Service Jingdong, shopping mall, seller A18 Gift-giving Gifts, friends, delivery, self-respect B8 Purpose A19 Self-use Family, husband C4 Customer behavior
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