The Marketing Competitiveness Development of Liu Pao Tea Business in Changwu County, Wuzhou City, Guangxi Province, People's Republic of China

Abstract

This research article aims to 1) study the current situation, problems, and development needs for enhancing the market competitiveness of the Liu Pao tea business in Changwu District, Wuzhou City, Guangxi Province, People's Republic of China, and 2) develop the market competitiveness of the Liu Pao tea business in the same region. This study employs a qualitative research approach, conducting in-depth interviews with 18 key informants using a semi-structured interview format, analyzing the data through content analysis and descriptive presentation, as well as focus group discussions with 12 experts. The research findings indicate that 1) the analysis of the current situation, problems, and development needs for enhancing market competitiveness of the Liu Pao tea business reveals: (1) the current situation includes a lack of product diversity, primarily offline marketing promotion, and outdated processes; (2) the problems identified in three areas include the need for Liu Pao products to meet contemporary consumer demands, the adaptation of marketing promotions towards online sales and, in some cases, international market expansion, and the need for processes to respond to rapidly changing market demands; (3) the marketing needs of the Liu Pao tea business include process improvements, product development, and marketing promotions. 2) The analysis of developing market competitiveness for the Liu Pao tea business indicates that enhancing market potential must focus on developing efficient production processes, creating new and diverse modern products, and improving marketing promotions, such as utilizing actors or celebrities, to effectively enhance the market competitiveness of the Liu Pao tea business.