茶業(yè)文化營(yíng)銷模式的研究.pdf

1、中國(guó)農(nóng)業(yè)科學(xué)院碩士學(xué)位論文茶業(yè)文化營(yíng)銷模式的研究姓名：楊柳申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：農(nóng)業(yè)推廣園藝指導(dǎo)教師：魯成銀20090301AbstractTeaisaveryimportantagriculturalproductinChinaThemarketshareinboththenationalandinternationallevelswassteadilyincreasinginthelastyears，whichresultedin

2、asignificanteconomicreturnHoweverbecauseoftheoverallsluggishdemandforteaintheglobemarket，ChineseteaindustryfacesgreatchallengesThemainproblemsinfacingtheChineseteaindustrywerethesmallscaleofproduction，whichisthekeypointt

3、oleadtheteaindustrydroppingbehindtheothercountries；oversimpleofmarketingchannelslimitedinthelocalmarket；lackofbrandpromotionstrategiesandpoorinsideandunfashionablebland，andsoonTeaisaspecialculturalproductWefellitcouldbeb

4、etterinthecurrentmarketingsituationsHowtomakeanewmarketingstrategyfromtheoldbusinessisconcemedbyalltheteaandrelatedpeopleinthe21靠centuryweneedtobeorganizedtocaretheindustryandconducttheresearchonteamarketingInthecommerci

5、alcompetitionofthemodemmarke乞themodemmarketingstrategyhasalreadybutslowlyinfiltratedintotheteaindustryThispapermadeacomprehensivereviewontheculturalmarketingtheorybasedonthenationalandinternationalresearchanddevelopmento

6、fthemodemmarketingtheoryIttriedtobringforwardtheconceptandconnotationoftheculturalmarketing，toanalyzethereasonsoftheengenderingofculturalmarketing，andtoseekthefoundationoftheculturalmarketingtheorynamelythemarketingtheor

7、yenterpriseculturaltheoryandculturalmarketingtheoryThecombinationofthetraditionalmarketingandmodemcommerceinChineseteaindustrywasnotperfectespeciallylackoftheguidanceoftheenterpriseculturaltheoryThebrandwajustemergingthr

8、oughtheenterprisedevelopmentandthemarketingcompetitionThepaperalsodiscussedtheachievementsandproblemsinthecurrentsituationoftheteamarketingbyculturalpromotionTherewasaverylonghistoryintheChineseteaindustryTeaculturalison

9、eofthesoulsoftheChinesecultureHoweveritwillalsoinhibittheprogresswhentheenterprisesgointothetracksofthemodembusiness，andbedifficulttoapplythemodemmarketingmodelsThepapertriedtodiscussthethreemodelsontheteaculturalmarketi

10、ng，namelythemodelofteaproductculturalmarketing，brandculturalmarketing，andenterpriseculturalpromotionThesethreemodelswentforwardsstepbystepfromteaproductstoteaculturepromotionswithagreatdealofproducts，prices，services，prom

11、otions，brandsstrategiesintheintermediumInthefourthchapterofthepapertheauthorsuggestedseveralmeansfortheresearchofthepotentialculturerequirementsbyteaconsumersbasedonmanyyearsofpracticesonshopmarketingThesemeanscouldbecir

12、culatedusedintheteaculturalmarketingThemeansincludestheteaculturalactivitiesandteamarketing，thepromotionofteaculturalindustrythefunctionsofteamuseumandtheeducationofteasciencesIntheculturalpromotion，theenterprisesshouldb

13、ebasedontheanalysisoftheculturalrequirementsofteaconsumers，withthemeasuresofexploringandspreadingthekeyconceptsofculturalvalue，tocontinuouslymeettheirculturalandemotionalrequirements，andfinallyincreasingthevalueandsatisf