茶叶社群营销的影响因素及策略研究
发布时间：2018-11-03 15:48
【摘要】：数字信息时代的到来,改变了原来的人类之间互相联系的方式,随着信息技术的发展和互联网的普及,我们可以很容易地与任何人交流；这是一个商业力量无处不在的全球化时代。在我们日常生活中的作用,也越来越重要,甚至不可缺少。在这样的情景下,企业品牌的营销面对新的机遇和挑战,只有积极努力应对环境的变化,确定营销策略,才能获得消费者的信赖。中国茶叶的制作、饮用、贩卖的历史悠久,同时也是一个著名的特种茶叶产地,在世界中国茶占有重要地位,在世界茶的发展史上,中国茶具有重要的历史地位和文化价值。传统营销的茶业企业也面临前所未有的挑战。因此,研究茶叶企业的社群营销以促进茶产业的生存和发展,具有一定的现实意义。通过社群、社群营销、茶文化、茶文化营销等相关概念做文献梳理,描述营销手法,分析时代背景下社群营销的必要性。结合企业社群营销的成功案例,进一步探讨如何构建茶业企业社群营销的文化要素。
[Abstract]:With the development of information technology and the popularization of Internet, it is easy to communicate with anyone with the arrival of digital information age. This is an era of globalization in which commercial power is everywhere. In our daily life, the role of more and more important, or even indispensable. In such a situation, enterprise brand marketing faces new opportunities and challenges. Only by actively coping with changes in the environment and determining marketing strategies, can enterprise brand marketing gain the trust of consumers. Chinese tea has a long history of making, drinking and selling, and it is also a famous special tea producing area, which occupies an important position in the world. In the history of the development of tea in the world, Chinese tea has an important historical position and cultural value. Traditional marketing of tea enterprises are also facing unprecedented challenges. Therefore, it is of practical significance to study the community marketing of tea enterprises in order to promote the survival and development of tea industry. Through the related concepts of community, community marketing, tea culture marketing and so on, this paper makes a literature review, describes the marketing techniques, and analyzes the necessity of community marketing under the background of the times. Based on the successful case of corporate community marketing, this paper further discusses how to construct the cultural elements of community marketing in tea enterprises.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324
本文编号：2308230
[Abstract]:With the development of information technology and the popularization of Internet, it is easy to communicate with anyone with the arrival of digital information age. This is an era of globalization in which commercial power is everywhere. In our daily life, the role of more and more important, or even indispensable. In such a situation, enterprise brand marketing faces new opportunities and challenges. Only by actively coping with changes in the environment and determining marketing strategies, can enterprise brand marketing gain the trust of consumers. Chinese tea has a long history of making, drinking and selling, and it is also a famous special tea producing area, which occupies an important position in the world. In the history of the development of tea in the world, Chinese tea has an important historical position and cultural value. Traditional marketing of tea enterprises are also facing unprecedented challenges. Therefore, it is of practical significance to study the community marketing of tea enterprises in order to promote the survival and development of tea industry. Through the related concepts of community, community marketing, tea culture marketing and so on, this paper makes a literature review, describes the marketing techniques, and analyzes the necessity of community marketing under the background of the times. Based on the successful case of corporate community marketing, this paper further discusses how to construct the cultural elements of community marketing in tea enterprises.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324
【参考文献】
相关期刊论文 前1条
1 李红柳;;品牌社区研究综述[J];广告大观(理论版);2007年06期
，本文编号：2308230
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