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Peiyu Mo. The study of experiential marketing in Chinese tea E-commerce : the case of Guangxi Yihealth Tea Company. Master's Degree(Business Administration). Rangsit University Library. : Rangsit University, 2018.
The study of experiential marketing in Chinese tea E-commerce : the case of Guangxi Yihealth Tea Company
茶业电子商务体验式营销发展研究 以广西亿健茶业公司为例
Name: Peiyu Mo
LCSH:
Branding (Marketing)
-- Case studies
Abstract:
Chinese tea products entered e-commerce market relatively late. E-marketing
strategy is still in the infancy stage in China, there is still room to grow for Chinese
tea on e-commerce platform. Over the last few years, a new marketing concept -
experiential marketing has already proven its success in the physical market, and
gradually become a mainstream marketing method. Application of experiential
marketing to e-commerce has become a direction that Chinese tea business e-marketer
can consider. This paper studied the shortcomings of the e-marketing strategies of
Guangxi Yihealth Tea Company and considered the application of experiential
marketing to e-commerce from the perspective of business operators. In-depth
interviews were held to obtain the companys current e-commerce marketing strategy
plan and its expectation in future plan. Subject analysis method was used for data
interpretation. The data was then used with the theories of experiential marketing to
establish a relationship. The research also explores the perceptions of the tea
companies in China on the use of experiential marketing on e-commerce platforms,
analysis on market trends and the company, and proposed a recommendation for the
company. This research hopes to help the company and other companies in the similar
industry to obtain a new marketing breakthrough in the future.
Abstract:
中国茶叶产品进入电商的时机较晚，在电商上的营销过于单一，茶业电商
的发展空间还有较大的提升。随着时代的发展，新的营销理念体验式营销
已经在实体市场上取得了新的成就，逐渐成为一种主流的营销方式。将体验式
营销运用到互联网上成为现在茶业电商应该思考的方向。
本文通过研究广西亿健茶业公司的互联网营销策略中的缺陷，从从业者的
角度出发，思考如何将体验式营销运用到电商之中，研究方式是运用访谈法获
取该公司目前电商营销方式和对未来预期的资料，并运用主题分析法进行编码
解读，最后结合体验营销的相关文献构建出潜在的理论关系。该研究是为了发
掘从业者对电商平台上的体验营销的相关看法，以及从业者对该营销方式能提
高产品销量，使公司有进一步盈利的机会是否抱有期待。最终研究将会结合文
献、市场动态和从业者三方的情况对茶企电商平台的网络营销进行一个总结，
并对该公司提出一个相对能接受的建议，该研究希望能有助于该公司和同类型
公司在未来能得到新的营销突破。
学
Rangsit University Library
Address:
Pathumthani
Email:
rattanapornn@rsu.ac.th
Name: Yang Shu Chen
Role:
Advisor
Created:
2018
Modified:
2023-11-15
Issued:
2020-01-21
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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Peiyu Mo
| Title | Contributor | Type |
|---|---|---|
| The study of experiential marketing in Chinese tea E-commerce : the case of Guangxi Yihealth Tea Company
มหาวิทยาลัยรังสิต Peiyu Mo | Yang Shu Chen | วิทยานิพนธ์/Thesis |
Yang Shu Chen