Boya Century Publishing

Academic
Efficient
Fast
Set Homepage | Favorite
Article Details

FIEM031.pdf

Article Title : Research on Anxi Tieguanyin's Marketing Strategy based on Data Analysis of the Whole Network
Author(s) : Jingxuan Liang, Huiqi Song, Youcheng Chen
Corresponding Author : Youcheng Chen
Keywords : Anxi Tieguanyin, Marketing Strategy, Grounded Theory.
PDF : http://download.BCPub.org/proceedings/2020/FIEM2020/FIEM031.pdf
Abstract

The brand value of Anxi Tieguanyin has promoted the development of regional economy and is of great value to the research of Anxi Tieguanyin's marketing strategy. The data of Baidu index and 3581 online shopping evaluations are captured, and the data are processed by visual analysis platform Tuyue and qualitative research software Rost CM. Then the grounded theory is used to code high-frequency evaluation words to obtain the influencing factor model of Anxi Tieguanyin's customer purchase intention. Finally, based on the analysis of the whole network data, this paper puts forward the marketing strategy of Anxi Tieguanyin.

Contact email:contact@bcpub.org
Journals
Proceedings