An Empirical Study of Herbal Tea Consumption Motivation --Based on the Concept of Cultural Marketing

摘要：

Herbal tea is one of Chinese intangible cultural heritages,whose industry has achieved great improvement in recent years.Nevertheless,little research has been done on the subjects of herbal tea marketing in the academic circle.Through analysis, this thesis aims to discuss the future marketing direction of herbal tea industry,and to provide the enterprises with some herbal tea marketing suggestions.From the perspective of cultural marketing,basing on the methodologies of focus group and literature review,this research has built herbal tea consumption motivation scale,and five kinds of herbal tea consumption motivations,includingFamily Health Care Cultural Experience Natural Health Preserving Internal Heat Clearing and Fashion Chasing ,have been drawn through factor analysis.These motivations were contributed to prodoct and brand positioning of the industry.Thus the future marketing direction of herbal tea industry was further decided.

关键词： herbal tea cultural marketing motivation of consumption Chinese culture Culture Experiencing

作者: WU Zhaochun LUO Jining

作者单位: School of Business,Guangzhou City Polytechnic University,Guangzhou,China,510400 School of intemational management,Guangdong University of foreign studies,China,510420

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 586-590

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）