茶叶企业品牌社群营销策略研究

Research on Brand Community Marketing Strategy of Tea Enterprises

国内茶企品牌营销普遍存在以品类代替品牌、定位缺乏个性、推广不精准等问题。品牌社群营销可以提高品牌传播效果,为顾客创造多种价值,开发适销对路产品。因此,社群营销已成为茶叶企业(简称茶企)打造品牌的有效方式。茶企可以从品牌定位、品牌传播、品牌体验三个方面开展品牌社群营销。

There are many problems in brand marketing of domestic tea enterprises,such as replacing brands with categories,lack of personality in positioning,inaccurate promotion and so on.Brand community marketing can improve the effect of brand communication,create a variety of values for customers and develop marketable products.Therefore,community marketing has become an effective way for tea enterprises(hereinafter referred to as tea enterprises)to build brands.Tea enterprises can carry out brand community marketing from three aspects:brand positioning,brand communication and brand experiencing.