Marketing Strategy of culture - an example of tea marketing.doc

Marketing Strategy of culture - an example of tea marketing标签:作者标签:来源标签:时间 Abstract This paper standing cultural Marketing point of view, the use of Marketing 4Ps theory, from product, distribution, pricing and promotion of four angles of successful experience in Marketing tea. 4Ps theory and culture through a combination of Puer Tea has a culture of Marketing Strategy, which summed up the experience and worth learning problems that need attention for the development of cultural Marketing strategies of other products provide a reference for product Marketing and facilitate the joint development of cultural industries to help. Paper Keywords tea culture, Marketing, tea, 4Ps Cultural Marketing of tea early in the 20th century began to pave the way, in 2003, the outbreak reached the Marketing period, the market experienced a sharp temperature rise, the market in 2007 reached a peak. After tea Marketing from overheating to rational, from the price, sales skyrocketing, into the rationalization stage. below will use the most basic 4Ps of Marketing theory, Marketing of tea culture, analyze every detail, in-depth study of the pros and cons of their Marketing process . 1 tea Marketing Strategy 1.1 Product Strategy Tea culture is common to all tea products of a culture, but also the inherent cultural superiority of tea products. Puer tea is the main origin of the birthplace of the Yunnan-Guizhou Plateau, the world famous Cha in the region, Therefore, in terms of tea from the origin to a more profound cultural background. At the same time the type of tea product design, continue to maintain the more traditional tea cake tea, brick tea and other forms. Although tea production increased substantially in recent years , but its production process, still in strict accordance with the traditional production process to be. and this traditional tea, tea process, but also reflects the long and thick everywhere in the culture, and even tea products are also in accordance with the history to carry out the traditional packaging. tea product itself with a strong cultural atmosphere, which is the product of cultural Marketing to lay a good foundation. 1.2 Distribution Strategy Tea through market segmentation, target market is mainly divided into the gift market, auction market, collecting market and terminal market. While each segment of the sales channels and in different ways, but mainly through the sale of tea and tea retail tea shops conducted in two formats, among which the most business teahouse culture. the Colorful Yunnan, Tea Horse Road and other cultural themes represented Puer tea, and tea marketing echo each other, complement each other . There will be other cultures combined with the tea culture theme of tea, such as Dance of the Gallery, etc., between these tea blend through culture, formed its own characteristics, to better ? effect. 1.3 Promotion Strategy Promotional strategies of tea and tea culture, the combination of full, and adopted the culture of momentum combined with the three-dimensional product promotion, promotion, before the start of the entire marketing campaign to tea culture through books and the network carriers, the tea culture and Puer Tea Horse Road carried by culture, good together. The culture media to the general public on the basis of common sense and the tea culture has a more intrinsic understanding of a wide range. Meanwhile, as proposed by the efficacy of various tea , corresponding to the books and Web sites also will provide theoretical support. reposted elsewhere in the Research Papers Download http:/ 1.4 Pricing Strategy The price of tea source, generally has three parts, namely, the value of the product itself, the collection value and cultural value. The most fundamental part of the tea value of the product itself. With a long history of tea and the teas value higher the longer characteristics, collecting tea has become a trend in the period of time, naturally raise the price of tea is very high. Meanwhile, the tea in the sales process and into one of the many cultural elements, tea prices, combined with their own Tea, Tea, tea and other tea products, the value of sales of the subsidiary links to form a final price of tea. This comprehensive pricing of the prices, although the price is higher than the original lot, but can be different levels and different needs of people acceptable. 2 on the inspiration of other product marketing 2.1 take full advantage of marketing culture Products with cultural content and is not limited to tea, in the range of commodities can be reflected. In product design, integrated into a number of related cultural elements in the product improvement, give full consideration to the protection of their original cultural heritage, the product pricing process, the cultural values among financial people to product prices, resulting in a breakdown according to cultural characteristics of the target population. in the distribution process, the product itself and the history or culture to match the phase distribution channels combined to play a unique marketing advantage. in promotion, selling points of culture as the product of one of publicity, not only promote the products, but also promote the cultural, social and economic benefits to achieve win-win situation. 2.2 The cultural marketing to follow the general rules of the market Tea marketing also more controversial, the biggest problem is the market price of tea is much greater than the corresponding value, which is bound to create reasonable prices fall, leading to the collapse of the entire marketing system. This pro