Research on Transnational Marketing Strategies of New-Style Tea in China -- Based on the Case of Overseas Marketing of Starbucks

DOI

10.2991/assehr.k.210407.132How to use a DOI?

Keywords

New-style tea, Transnational marketing, Starbucks

Abstract

With the upgrading of consumption concept, tea industry in China has entered the era of new-style tea. By analyzing the cases of overseas marketing of Starbucks and combining with the current situation of new-style tea, this paper puts forward some development suggestions for the transnational marketing of new-style tea in China.

Copyright

© 2021, 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  - Xue Qianru
AU  - Peng Xinbei
AU  - Chen Minghua
PY  - 2021
DA  - 2021/04/08
TI  - Research on Transnational Marketing Strategies of New-Style Tea in China -- Based on the Case of Overseas Marketing of Starbucks
BT  - Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)
PB  - Atlantis Press
SP  - 698
EP  - 701
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210407.132
DO  - 10.2991/assehr.k.210407.132
ID  - Qianru2021
ER  -