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Analysis on Micro-blog Marketing of the Tea Enterprise in China Based on the Long Tail

Author: ZhangZuo
Tutor: JiangHanChun
School: Anhui Agricultural University
Course: Tea Science
Keywords: Micro-blog Marketing Tea Enterprise The Long Tail
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 81
Quote: 0
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Abstract


The total agricultural output value of Tea is close to72.9billion Yuan in2011. But theproblems emerging from the developing process of tea enterprises is the small enterprisescale, the lack of brand building and the information asymmetry. It is also decrease thecorporation’s market competition. For this reason, the new guide theory and thought fortea enterprises are being required.The development of the Internet technology has an effect on consumer behavior andbusiness operation. A great upsurge has been coming to us due to the emergence of theTwitter as a new social media. Now the Micro-blog platform has become a low-costmarketing tool for businesses. The Long Tail was been proposed by Anderson in2004. TheLong Tail has opened up a new perspective and a new theory of network marketing for thetea enterprise. According to the characteristic of tea industry, the thesis focuses on applyingthe Long Tail in the micro-blog marketing to strengthen the marketing effect of teaenterprises in China.In this paper, Standard Analysis, Online Surveys and Case Analysis was been using toanalysis the current problems of micro-blog marketing of tea enterprise. The main researchresults include four parts:1) According to the online survey on40official micro-blogs of tea enterprise, theprimary objective of micro-blog is in order to realize relationship marketing, brandmarketing. But it is also apparent that the lack of theoretical support and the gradingmarketing strategy in the micro-blog marketing.2）According to long tail theory, the feasibility study about the application micro-blogmarketing of the Tea Enterprise of china was made from finding, collection, filtration.3) The paper provides an application case of Teavana and validates the feasibility ofthe application of the long tail in micro-blog marketing.4) Combined with the problems of micro-blog, some suggests about that thedifferentiation strategy was been put forward.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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