Proceedings of the 2019 International Conference on Management, Education Technology and Economics (ICMETE 2019)

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.

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Proceedings
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-725-6
ISSN
2352-5428
DOI
https://doi.org/10.2991/icmete-19.2019.95How to use a DOI?
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
PB  - Atlantis Press
SP  - 398
EP  - 401
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  -