Research on the Integrated Marketing Communication Strategies of Tea Enterprises in China Against the Backdrop of Mobile Internet
Authors
Jingjing Yang, Nan Yan, Lei Chen, Yaohui Ye, Ling Lu
Corresponding Author
Ling Lu
Available Online May 2019.
- DOI
- https://doi.org/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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - 2019 International Conference on Management, Education Technology and Economics (ICMETE 2019) PB - Atlantis Press SN - 2352-5428 UR - https://doi.org/10.2991/icmete-19.2019.95 DO - https://doi.org/10.2991/icmete-19.2019.95 ID - Yang2019/05 ER -