茶叶文化营销模式的研究

发布时间：2018-06-30 21:12

本文选题：茶叶产业 + 文化营销模式　；参考：《福建茶叶》2017年08期

【摘要】：随着我国的社会主义市场经济不断的完善,商业竞争也渗透进入了各个领域当中并且形成了各具特色的营销模式,现代化的营销方式在茶叶产业中起步较晚,因为茶叶产业作为一种传统的农产品行业,有着自身根深蒂固的行业营销方式,这样的方式持续了上千年的时间,但是随着科学技术的发展与人们思想理念与实际需求的转变,茶叶的营销模式也开始出现变革,向着现代化的方式转变。广告是茶叶营销中非常重要的环节,茶叶企业通过在电视、网络、广播等媒体上投入大量的广告来增加品牌效应,在茶叶广告中加入茶叶文化是一种具有现代化文化模式的营销内容,正确的茶叶文化广告有助于帮助茶叶企业传播产品信息,使品牌被更多的人所认识,并且可以从直接促进销售与隐性促进销售两个方面来增强茶叶文化营销战略。因此茶叶企业管理好市场营销工作,依靠广告促销的方式来增强产品销售额是一个重要任务。
[Abstract]:With the continuous improvement of our socialist market economy, commercial competition has also infiltrated into various fields and formed a unique marketing model. The modern marketing mode started late in the tea industry. Because the tea industry, as a traditional agricultural product industry, has its own deep-rooted industry marketing method, which has lasted for thousands of years, but with the development of science and technology and the change of people's ideas and actual needs, The marketing mode of tea has also begun to change to a modern way. Advertising is a very important link in tea marketing. Tea companies increase brand effects by investing a large number of advertisements on television, network, radio and other media. Adding tea culture to tea advertisement is a kind of marketing content with modern culture model. Correct tea culture advertisement is helpful to help tea enterprises spread product information and make the brand known by more people. And we can strengthen the marketing strategy of tea culture from two aspects: direct promotion of sales and implicit promotion of sales. Therefore, it is an important task for tea enterprises to manage the marketing work well and rely on advertising promotion to enhance the sales volume of products.
【作者单位】：郑州工程技术学院;
【分类号】：F274;F426.82

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