An Empirical Study of Herbal Tea Consumption Motivation --Based on the Concept of Cultural Marketing

摘要

Herbal tea is one of Chinese intangible cultural heritages,whose industry has achieved great improvement in recent years.Nevertheless,little research has been done on the subjects of herbal tea marketing in the academic circle.Through analysis, this thesis aims to discuss the future marketing direction of herbal tea industry,and to provide the enterprises with some herbal tea marketing suggestions.From the perspective of cultural marketing,basing on the methodologies of focus group and literature review,this research has built herbal tea consumption motivation scale,and five kinds of herbal tea consumption motivations,including"Family Health Care","Cultural Experience","Natural Health Preserving","Internal Heat Clearing"and "Fashion Chasing",have been drawn through factor analysis.These motivations were contributed to prodoct and brand positioning of the industry.Thus the future marketing direction of herbal tea industry was further decided.