Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 19 , 13 September 2023
Open
Access | Article
Analysis of the Xiao Guan Tea’s Marketing Strategy from the Perspective of Consumers
* Author to whom correspondence should be addressed.
Abstract
It is believed that the Chinese tea culture dates back at least 4,000 years to the Shennong Period. Tea drinking inspired the creation of several poetry by ancient literati and poets, with over 400 poems recorded during the entire Tang Dynasty. Prior to the introduction of Xiao Guan Tea, China's extensive history and enormous tea market had not produced a dominant brand. Xiao Guan Tea was the first brand on the tea market due to its effective marketing, and it earned an astounding 2 billion sales in 2018. Therefore, the analysis of Xiao Guan Tea's marketing approach is of tremendous academic importance. This paper utilizes a literature analysis and questionnaire survey to assess the marketing success of Xiao Guan Tea from the consumer's perspective. For readers interested in the consumer psychology of purchasing tea and the marketing techniques of Xiao Guan Tea, this paper includes voluminous information and a few practical analysis methods of marketing strategies. In addition, it gives a framework for analyzing the marketing strategies of enterprises in the same position as Xiao Guan Tea.
Keywords
SIVA, SWOT, consumer, consumption upgrade, advertisement
References
1. HUANG Z Y. Tea marketing Strategy from the perspective of consumer psychology -- Taking Xiao Guan tea as an example [J]. Fujian Tea, 201,43(06):29-31.
2. LI Q S. The marketing strategy of Xiao Guan tea in the context of consumption upgrading from the perspective of SIVA theory [J]. Modern Marketing (Information Edition),2019(06):246
3. Ouyang Youquan, Chen Wanmei. Tieguanyinyou in Anxi from the Perspective of Consumer Behavior Discussion on marketing strategy of machine tea [J]. Shanxi Agricultural Economics,2016(10):35-36.
4. Qi Naxin. Research on the development and evaluation of Chinese residents' consumption upgrading [J]. China Price,2022,No.404(12):20-22.
5. Zhang Yinghui, Liu Shengyan. Analysis on marketing strategy of Xiao Guan tea [J]. Inner Mongolia Science and Technology and Economy,2022,No.505(15):48-50.
6. Popescu, G., & Gasparotti, C. (2022). SWOT-AHP hybrid method for ranking the relaunching strategies of an industrial company *. Journal of East European Management Studies, 27(4), 709-730. doi:https://doi.org/10.5771/0949-6181-2022-4-709
7. Zang Lina, Liu Yuying. Scene construction of brand Communication based on SIVA Theory [J]. Contemporary Communication,2019,No.205(02):97-100.
8. WANG K X. Internet marketing analysis of Xiao Guan tea [J]. Fujian Tea,20,42(06):86-87.
9. Liang Wei, Qian Lina. Xiao Guan Tea is suspected of false publicity, how deep is the marketing routine [J]. Business School,2019,No.168(Z1):119-120.
10. Product news/marketing: Excessive marketing zeal backfires on life ins. cos.: An insurance newspaper.(1988).NationalUnderwriter,(44),23.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-81-2
- ISBN (Online)
- 978-1-915371-82-9
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/19/20230120
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited