茶葉社群營銷的影響因素及策略研究
發(fā)布時間：2018-11-03 15:48
【摘要】：數(shù)字信息時代的到來,改變了原來的人類之間互相聯(lián)系的方式,隨著信息技術(shù)的發(fā)展和互聯(lián)網(wǎng)的普及,我們可以很容易地與任何人交流；這是一個商業(yè)力量無處不在的全球化時代。在我們?nèi)粘Ｉ钪械淖饔?也越來越重要,甚至不可缺少。在這樣的情景下,企業(yè)品牌的營銷面對新的機遇和挑戰(zhàn),只有積極努力應對環(huán)境的變化,確定營銷策略,才能獲得消費者的信賴。中國茶葉的制作、飲用、販賣的歷史悠久,同時也是一個著名的特種茶葉產(chǎn)地,在世界中國茶占有重要地位,在世界茶的發(fā)展史上,中國茶具有重要的歷史地位和文化價值。傳統(tǒng)營銷的茶業(yè)企業(yè)也面臨前所未有的挑戰(zhàn)。因此,研究茶葉企業(yè)的社群營銷以促進茶產(chǎn)業(yè)的生存和發(fā)展,具有一定的現(xiàn)實意義。通過社群、社群營銷、茶文化、茶文化營銷等相關(guān)概念做文獻梳理,描述營銷手法,分析時代背景下社群營銷的必要性。結(jié)合企業(yè)社群營銷的成功案例,進一步探討如何構(gòu)建茶業(yè)企業(yè)社群營銷的文化要素。
[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.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F324
本文編號：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.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F324
【參考文獻】
相關(guān)期刊論文 前1條
1 李紅柳;;品牌社區(qū)研究綜述[J];廣告大觀(理論版);2007年06期
，本文編號：2308230
本文鏈接：http://sikaile.net/jingjilunwen/nongyejingjilunwen/2308230.html
最近更新
教材專著
