Research On Promoting Tea Consumption By Using Internet And Experience Economy

In recent years,China's tea industry shows a rapid development trend,the total output of tea and per capita consumption increased significantly.But as China transits from the tea producing country to the tea consumption country,consumers in the tea consumption can rarely get unique experience,among which tea supply and demand imbalance,few tea brands,low additional value,small proportion of young consumer groups,outdated marketing ideas and other issues cannot be ignored.In this paper,based on the situation of tea planting area,output,output value and sales model in the past 10 years,the status of China tea industry was quantitatively analyzed.Through SWOT analysis method,we proposed three results including optimization of consumption environment,using new media and mobile Internet terminal to expand marketing channels especially in young consumers,creating differentiated tea consumption experiences.The purpose and significance of this study is to apply the theories of economy and Internet marketing to promote tea consumption,and to carry out theoretical research and practical analysis.This paper makes theoretical studies and framework suggestions on how to use the experience economy and the Internet to promote tea consumption.According to the characteristics of experience economy,this paper expounds the current economic stage of China tea industry,draws lessons from the case of competing products,puts forward the necessity of upgrading tea consumption through case analysis method.Combining the four types of experience economy,interaction,differentiation and personalization services can create a good tea experience with impressive memories,to guide the tea industry transition towards experience economic.This paper focuses the current situation,characteristics and importance of the internet economy,analyzes the well developing cases of using the Internet in China and abroad.Through the integration analysis,this paper proposes the practice of integrating the Internet marketing of China tea industry,and fully integrating the 'big data','Internet +' technology,try 'instant online celerity' economy,to achieve 'Internet + tea industry' strategy.It is hoped that the inspiration and trend in this paper can provide reference for the transformation and upgrading of the China tea industry under the new economic normal state,find out the new growing point of tea industry and bring new ideas for the development,take advantage of the current situation to further promote tea consumption.