Research On The Marketing Strategy Of Hunan Teahouse Culture

Teahouses are public tea drinking places that have gradually prospered with the popularization of tea drinking.As a part of Chinese teahouses,Hunan teahouses shou ld formulate cultural marketing strategies suitable for enterprises,and effective use is an inevitable choice for enterprises to stand out.It can also make better use of its own cultural advantages to create greater profit value for enterprises.It further affects the overall development of my country’s tea industry economy.At present,the academic research related to the cultural marketing of Hunan tea houses is still in infancy,and the existing theories lag behind the requirements of Hunan teahouses to carry out cultural marketing in an allround way.Based on the basic analysis of the development process of Hunan teahouse industry in recent years,this paper uses the theoretical knowledge and research methods of economics,marketing,strategic management,consumer behavior,statistics,psychology and other disciplines to improve Hunan teahouses.The theory and method of cultural marketing will prom otethe rapid development of Hunan teahouse industry in the future.The main conclusions of the study are as follows:(1)The problems existing in the cultural marketing of Hunan teahouses are clarified:the entry threshold of the teahouse industry is low,and the management of corporate culture is weak;he management items are single,the business model is lacking,and the cultural marketing model is few;the problem of homogeneity is prominent,and the personalized characteristics are not enough.Obviously;the awareness of brand culture is weak,and the concept of brand marketing is lacking;the overall quality of teahouse management talents and tea art talents is low.(2)Use Porter’s theory of competitive advantage to analyze and generalize the mutual progressive relationship among demand,culture and value.Demand is the foundation of culture,and culture is the foundation of value.All cultural marketing must focus on respecting the needs of consumers,proceed from actual needs,and take this as the direction of business management to realize cultural value creation.(3)Finally,applying the service marketing theory,a cultural marketing strategy for Hunan teahouses is proposed: The southern teahouse industry should develop towards diversification and diversification to meet different levels of consumer demand: focus on brand culture innovation,enhance consumer awareness and reputation,and win the market’s right to speak and competitiveness: in the overall marketing process Everything is consumer centered,better increasing consumption power and expanding tea consumption: carefully absorb regional cultural elements,combine Hunan local characteris tics with tea culture,and create a tea space with "Huxiang flavor".