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Analysis on Strategy of Tea Culture Marketing

CHEN Dong-ling,ZHENG Zhen-wei(School of Management,Xiamen University,Xiamen 361005,China)  
Tea culture marketing is in line with the new trend of tea consumption,it is benefit for increasing the added value of tea products,expanding the popularity of tea brand,enhancing the international competitiveness of tea brand,and it is an effective means for tea enterprises to implement the Blue Ocean Strategy.This paper has considered the characteristics of tea culture marketing,based on that,analyzed the four strategies of tea culture marketing,and they are product strategy,brand strategy,pricing strategy and promotion strategy.Product strategy contains product positioning,product development,product mix,product innovation;brand strategy contains tea regional public brand and tea corporate brand;pricing strategy contains competition-oriented pricing and customer-oriented pricing;promotion strategy contains advertising and public relations.
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