The Cultural Marketing Research Of Hangzhou LiuBu Tea House

Cultural marketing is the discovery,screening and cultivating the culture demands of the consumers,and guide consumers to culture,the penetration of cultural factors corresponding to the marketing process,in order to enhance the added value of products or services,to meet consumer demand,promote consumer purchase.Cultural marketing is not only related to the purchase and consumption of a specific product,but also the important cultural marketing influence the consumer’s values,life style and so on.The consumption of material goods is short,and the values of life and the way of life are long and wide.This paper takes the Hangzhou LiuBu tea house cultural marketing as the research object.First,briefly introduces the background and significance of the study,on the topic of cultural marketing research status and research methods and main contents of this paper;and based on the related theories about the hierarchy of needs theory and the theory of marketing and cultural marketing theory;then through analyzing the current situation of Hangzhou LiuBu teahouse marketing,put forward marketing the existing problems through the SWOT analysis;analyzes the environment of Hangzhou teahouse LiuBu method,and then put forward the LiuBu Hangzhou tea culture marketing strategy,a clear strategic positioning,determine the target market;and finally puts forward the concrete and feasible cultural marketing method.The cultural marketing strategy and method by Hangzhou LiuBu tea house is not only the inheritance of traditional tea culture,but also the exploration of cultural marketing as the core to enhance the operational strength and establish effective exploration and action of brand value.