On Experience Marketing Strategy Of Liubao Tea In Wuzhou Tea Factory

Wuzhou Liubao Tea in Guangxi has a long history tracking bak to the Northern and Souther Dynasties, with unique processing technology and superior quality features of "red color, strong smell, longtime ferment and pure taste". However, it is in long-time awkward situation for border and export so that it is unable to develop the domestic market. In recent years, with the development of production and sales for dark tea, the declining Wuzhou Liubao Tea is also starting to brew, which is a better development opportunity for those enterprises of Wuzhou Liubao Tea.At present, under the new economic condition, dark tea is flourishing, and it tak es patience and hard work for Wuzhou tea factories and even Wuzhou Liubao Tea en terprises to develop. Meanwhile, it needs more theoretical systems and various new m arketing strategies for support to shift from domestic general tea enterprises to internat ional industry enterprises and create worldwide brands with local Wuzhou culture. The refore, under the experience economy, this thesis mainly focuses on how to breake th e ice for Wuzhou Liubao Tea with new marketing ideas and strategies.Drawing lessons from foreign experience marketing theory and taking Wuzhou tea factories for instant, this paper makes an exploration the experience marketing strategies and creative approaches of Liubao Tea combined with present statement of Liubao Tea in Wuzhou.The first chapter of this thesis elaborates on the background of the research, ana lyzes the research status of current experience marketing theory both at home and abr oad, introduces the key and difficult points and simply states research ideas and techn ical options. The second chapter elaborates on experience marketing theory and shows its features and basic contents. The third chapter introduces the basic suitation of typ es of tea in Wuzhou tea factories. It analyzes micro and macroscopical marketing env ironment and industry advantages by Michael Porters Five Forces. It briefly shows so me problems in marketing, such as laggard concept, lack of understanding of experien ce marketing, misunderstanding of brand cognition, and consumers'low participation r ate. Applying STP target market strategy, the fourth chapter analyzes the framework t hinking of Wuzhou tea factories based on experience marketing theory. From the pers pective of experience marketing strategy, the fifth chapter puts forward five strategies of sense, relate, act, think and feel. Finally, the last chapter makes a conclusion for t he paper.Confronting future challenges and opportunities and combined with the systematic mordern experience marketing idea, the market of Liubao Tea made by Wuzhou tea factories is sure to be better in the future.