新媒体驱动背景下茶文化品牌传播策略研究

Research on Brand Communication Strategy of Tea Culture Under the Background Driven by New Media

中国是茶文化的发源地,然而茶文化品牌竞争力不足,客户认可度不高。在新媒体时代,我国茶叶企业如何充分利用数字化媒体技术的优势、重塑茶文化品牌形象对提高整个茶产业竞争力尤其重要。本文在分析新媒体时代我国茶企发展现状的基础上,提出茶文化的"平台驱动、四方提升"品牌传播分析模型,并提出政府引领、企业运作、员工参与、客户分享以及危机管理等方面的对策。

China is the birthplace of tea culture, but the brand competitiveness of tea culture is lack, and is not recognized by customers. In the new media era, how to make full use of the advantages of digital media technology and rebuild the brand image of tea culture is particularly important for improving the competitiveness of tea industry. Based on the analysis of the new media era of tea enterprises in our country, this paper puts forward of the brand media analysis model of ＂platform driven, 4 d ascension＂, such as the government lead, enterprise operate, employee involvement, customer share and crisis management countermeasures, etc.