新消费趋势下茶叶品牌的发展道路探究
Exploring the Development Path of Tea Brands in the Context of New Consumption Trends
周婉秋 1周丰婕1
作者信息
- 1. 厦门大学嘉庚学院,福建 漳州 363105
- 折叠
摘要
随着社会发展,消费升级成为不可忽视的趋势,居民消费发生着深刻而多元的新变化,新消费时代已来临,茶行业面临新的挑战和机遇,茶品牌也面临着探索可持续发展的全新道路.通过分析茶叶市场发展现状,结合新消费趋势下消费需求与特点去探索茶叶品牌化困境,最后提出茶品牌在新消费趋势下的未来发展建议,助力茶品牌提升未来发展的广度和深度.
Abstract
Amidst societal evolution,the trend of consumption upgrading has become a salient aspect that de-mands attention.Consumers'patterns are experiencing marked and diverse shifts,heralding a new era of con-sumption.This scenario poses novel challenges and opportunities for the tea industry,propelling tea brands to pursue avenues of sustainable growth.This paper offers an in-depth analysis of the tea market's current state,as-sessing the challenges in tea branding in light of changing consumer preferences and characteristics.It concludes with strategic suggestions for tea brands in adapting to these new consumer trends,facilitating their expansion and intensification in future development.
关键词
新消费/茶品牌/品牌理念/消费升级Key words
new consumption/tea brand/brand concept/consumption upgrading引用本文复制引用
出版年
2024
NETL
NSTL
万方数据