Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)

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

Authors
Xue Qianru, Peng Xinbei, Chen Minghua
Corresponding Author
Xue Qianru
Available Online 8 April 2021.
DOI
https://doi.org/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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Volume Title
Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 April 2021
ISBN
978-94-6239-360-8
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.210407.132How to use a DOI?
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/).

Cite this article

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  - https://doi.org/10.2991/assehr.k.210407.132
ID  - Qianru2021
ER  -