Research on the Integrated Marketing Communication Strategies of Tea Enterprises in China Against the Backdrop of Mobile Internet

DOI

10.2991/icmete-19.2019.95How to use a DOI?

Keywords

Mobile Internet; Tea culture; Integrated marketing communication

Abstract

Taking the tea enterprises management as the subject, the paper aims at taking advantage of mobile Internet communications to change the current situation that with nearly a hundred years history of development, there is no one who has caused huge brand influence among tea enterprises in China. Based on the methodology of data processing and analysis, the paper will analyze the main management issues of tea enterprises in China and make precise marketing to customers based on the integrated marketing communication strategy, enhancing the spread of enterprises on mobile internet terminal. Finally, we hope to lead to such results as earning the customers’ confidence, cultivating the loyalty to some brands and completing the brand establishment of tea enterprises in China.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jingjing Yang
AU  - Nan Yan
AU  - Lei Chen
AU  - Yaohui Ye
AU  - Ling Lu
PY  - 2019/05
DA  - 2019/05
TI  - Research on the Integrated Marketing Communication Strategies of Tea Enterprises in China Against the Backdrop of Mobile Internet
BT  - Proceedings of the 2019 International Conference on Management, Education Technology and Economics (ICMETE 2019)
PB  - Atlantis Press
SP  - 398
EP  - 401
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmete-19.2019.95
DO  - 10.2991/icmete-19.2019.95
ID  - Yang2019/05
ER  -