摘要
以"桃源红茶"为例,基于产品品质特点分析、自然文化挖掘整理以及体验模块分析,构建感官、情感、思考、行动和关联等五维体验的体验营销茶会SEM(Strategic experiential modules)模型.归纳分析出"桃源红茶"文化特性和品质特点展现形式,运用施密特战略体验理论验证实践效果.消费者的视觉、听觉、嗅觉、味觉、触觉等感官体验非常满意度分别为68.42％、68.42％、68.42％、73.68％和57.89％;情感模块、思考模块、行动模块、关联模块满意度分别为57.89％、68.42％、52.63％和36.84％.结果可为品牌红茶体验营销模式奠定基础,为茶叶公用品牌营销开拓新途径.
Abstract
Taking "Taoyuan black tea" as an example,based on the analysis of product quality characteristics,natural and cultural exploration and organization,and experience module analysis,a five dimensional experience marketing tea party SEM (strategic experimental modules) model was constructed,which included sensory,emotion,thinking,action,and association experiences. The cultural and quality characteristics of "Taoyuan black tea" were summarized and analyzed,and Schmidt's strategic experience theory was used to verify the practical effect. The satisfaction rates of consumers with visual,auditory,olfactory,taste,and tactile sensory experiences were 68.42％,68.42％,68.42％,73.68％,and 57.89％,respectively;The satisfaction rates for emotion module,thinking module,action module,and association module were 57.89％,68.42％,52.63％,and 36.84％,respectively. The results can lay the foundation for the experiential marketing model of brand black tea and explore new ways for the marketing of tea public brands.
基金项目
湖南省科技重大专项产业创新链项目(2021NK1020)
国家科技期刊平台
NSTL
万方数据