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[雜談] 淺談茶葉市場營銷戰略中的茶文明營銷

  GUSHICHEN,YOUYIXIAOWOHENTONGQINGDALI,BULUNZOULU、YONGFAN、SHUIJUE,DOUNENGYANKUQINGQIUBENSHEN。YOUYITIAN,TAQIANQUSHIJINGMAIGONGJU,JIURUPINGCHANGYIYANGQIANHEDI、DIXINGZOU,BULIAOERANJIANTIANKONGZHONGWUYUNMIBU,PANGPAIDAYUTURUQILAI。


  TATIANXINGDIJIASUJIAOBU,PAOLEQILAI。PAOLEYUEMOYILILU,TATURANHUIYUANQILAI,ZIRANZIYUDAO:“WOSHICAIZOULUDEZISHIBIRANBUFENGYAGUAN,HUANHAOSHISHIFAMINGLE,ZHENGSUOWEI‘GUOZEWUDANGAI’,CIKECONGTOUZOUYICIHUANLAIDEJI。”YINER,TAMAOZHUYU,QIANWANGSHICAIQIPAODECHUSUO,YONGXIGANJUECHANGDEZISHIZAIDAYUPANGPAIZHONGXINGZOU,LURENDOUDUITADEZUOFATOUYIYICHANGDEMUGUANG。



  讀完這個故事,連系明天的茶葉行業來看,社會情況變了,茶葉行業情況變了,如果守著之前的老套路,過于垂青茶文明,自然是不適合。因此在2009年,我在茶葉行業提出“文盲營銷”,“文盲營銷”這一看法在取得大批茶企的承認和呼應的同時,也引發了一些大巨細小的爭議。爭議的底子緣由不是“文盲營銷”本身的題目,而是不少提出質疑的人過于繁忙,抽不出三五鐘時候,以扼要領會一下“文盲營銷”的內在。比方,有人指出,提倡茶葉展開“文盲營銷”,否認了茶文明的感化。


  XIANSHIBINGFEIRUSI。“WENMANGYINGXIAO”SHIJUEDUI“WENMINGYINGXIAO”ERYANDEYIZHONGCHAXIEYINGXIAOTILI,QITICHANGYINGXIAOYAOHUIGUICHAXIECHANWUDESHIZHI,ZHONGXINZAIYUKUADACHAXIEZAIWUZICENGMIANDEGONGNENG,TONGSHIDANHUACHAXIEJIQIANNIANLAIDEWENMINGJIDIAN,RANGFANGZHENSHOUZHONGMINJIEXIAODECHAXIEDEHAOCHU,CONGERCHUICHUIYANGCHENGANKANGDECHICHAPINMINGXIQI,ZHONGJIUBIANCECHAXIEQIYENAIZHICHAXIEXINGYEDECHENGCHANG。KEJIAN,DUIYU“WENMANGYINGXIAO”DEBUJIEHEZHENGYI,QIAHAOFANYINGCHU“WENMANGYINGXIAO”DEZHUYAOXING,HUAFEIZHEKAICHUBUTAIDUODENAIFAN,NIYAO“RANGFANGZHENSHOUZHONGMINJIEXIAODECHAXIEDEHAOCHU”。



  此刻,與過分正視茶文明的“文明營銷”相反,中國茶葉行業呈現了一種過分簡化茶飲的趨向,即,將吃茶品茗過分方便化,竭盡所能地丟棄“茶葉”或茶文明,乃至把茶文明一抹清潔,看不出任何“茶葉的陳跡”。 遠卓品牌籌謀公司謝付亮以為,過分方便化的吃茶品茗,就像只剩下性的戀情,那已不是戀情,只是動物本的一種天性罷了。人類須要性之類的動物天性,但如果統統環繞性天性來轉,也就落空了人之為人的意思了。


  CHICHAPINMINGYISHIRUSI,SUIBUNENGGUOFENFANSUO,ZHANJINCHAYIHUOCHADAOLIZOUBUCHULAI,DANYEBUNENGCHUSHENKAIZUIBA,SHENMEGONGZUODOUBUZUOLE。YILULAIKANYIGE《ZHERENSHIYAN》DEGUSHI,YEXUNENGGEIZANMENDAILAIYOUDAIJIADEQIDI。GUSHIYOUGEYUCHUNDEREN,YOUYITIANDAOYIGEHENYUANDEBANLVJIALIZUOKE。PURENBIANHENZHOUDAODIJIEDAI,ZHULEHAOJIDAOJIAYAOJIEDAIZHEWEIPUREN,DANWANGLEFANGYAN,YISHIMEIDAOCAIDOUDANERYOUQU。ZHEWEIPURENDUIPURENSHUO:“NIMINGTIANSHAODECAIDOUHENBAOGUI,KESHIDANLEYIDIAN,YISHIBUTAIHAOCHI。”PURENSHUO:“AIYA!WOWANGLEFANGYIYANGGONGJU。”



  因而,仆人到廚房拿了些鹽,放進每道菜,攪拌了一下子再請仆人試試,這回每道菜都很甘旨適口。”問仆人說:“你放了些甚么,菜就那末好吃?”仆人回覆說:“放了鹽啊!鹽是百味之源,以是能使每樣菜都好吃。”這位仆人以為,既然鹽那末好吃,今后每餐都吃鹽好了,免得煮那末多菜,多費事啊。因而,他到了街上買了一大包鹽,回抵家里倉猝翻開,抓了一把放進嘴里,甜蜜不堪,打心底里感覺本身被那位親戚騙了。


  ZHEGEGUSHIYUANZI《BAIYUJING》,TOUGUOTAZANMENGENGNENGTIWEICHUGUOFENJIANHUACHAYINDEBIBING,CHABUDANJINSHIMOUZHONGHUOLIANGZHONGANKANGYUANSU,ERSHIYIZHONGBAOLUODUOZHONGANKANGYUANSUDEWUJIWU,BIFANG,CHAXIELIDEWUJIHUAXUECHENGFENBAOHANCHADUOFENLEI、DONGWUJIAN、LUANBAIZHI、ANJISUAN、WEISHENGSU、GUOJIAOSU、WUJISUAN、ZHIDUOTANG、TANGLEI、MEILEI、SESUDENGLIANGDUOZHONG。BINGQIE,ZHENGRURENDEANKANGCHUSHENCAIANKANG,HUANYINGDANGBAOHANXINSIHEHUNLINGSHANGDEANKANG,CHAXIECHUPAOCHULAIDEZHUDUOWUZI,LINGYOULIANGDUO“SHUOBUCHU、WUHUODE”DEYUANSU,ZHEXIEYESHIYIXIAOWOXUYAODEANKANGYUANSU。



  比方,品茗固然沒法讓人在短時候內魂靈升華,更沒法取代崇奉,但慣例的品茗進程,最少能夠或許贊助一小我靜下心來,安寧靜靜地思慮一些題目,哪怕只是寧靜“一分鐘”罷了。比方,一小我把茶葉放進杯子里,插手適合溫度的水,而后看著茶葉在杯中的形狀變更,比及溫度適合時,再品飲幾口,最少能夠或許將“大自然”含在嘴里,體味出人生的奧妙變更或頃刻萬變。


  ZONGERYANZHI,CONGSHIYONG、YAOYONGDAOYINYONG,ZAIDAOZHUDUOMIXINCHANFASHUJU,TOUGUOYIXILIEDERENLEIYUCHAXIEDEGANXIBIANGENGJINCHENG,DASHIDOUNENGKANCHUCHAXIESHIANKANGDE,DANANKANGDECHA,BUKESHIMOUZHONGYUANSUSHANGDEANKANG,YEBUKESHIMOUJIZHONGCHENGFENSHANGDEANKANG。YUANZHUOPINPAICHOUMOUGONGSIXIEFULIANGYIWEI,GUOFENJIANHUACHAYINSHIYIZHONGLEISI“ZHERENSHIYAN”DEXINGDONG,HUIXIAJIANGHUAFEIZHEPINMINGSHIDEMEIHAOGANCHUGANRAN,NAIZHIHUIZHONGJIANG“JIANLE”CHAXIEDEMING。ZANMENXUYAODUICICONGTOUSHENYUEHESHENSI,YIBIANRANGCHAXIEWEIRENLEIANKANGGONGGEIGENGDUODEZANZHU。


  YISHANGNEIRONGZHUANZAIZIHULIANWANG,BINGBUDAIBIAOBENZHANFUHEQIGAINIANHEDUIQISHIZAIXINGDANREN。



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