| 面向年轻群体的茶叶品牌TWG Tea的品牌策略和品牌延伸 |
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| 引用本文： | 胡晓云,吴蕙含.面向年轻群体的茶叶品牌TWG Tea的品牌策略和品牌延伸[J].中国茶叶,2021(2):22-27. |
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| 作者姓名： | 胡晓云 吴蕙含 |
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| 作者单位： | 浙江大学传媒与国际文化学院 |
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| 摘 要： | TWG Tea立足其“茶叶界的路易·威登”品牌定位,面向年轻群体不断推陈出新,在茶的拼配、包装、延伸产品等细节方面尽力做到极致。从新加坡走出,放眼世界,TWG Tea为世界茶品牌注入新生力量。
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| 关 键 词： | 品牌定位 小众消费 个性化定制 品牌延伸 |
ATea Brand for Young People,Brand Strategy and Extension of TWG Tea |
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| HU Xiaoyun,WU Huihan.ATea Brand for Young People,Brand Strategy and Extension of TWG Tea[J].China Tea,2021(2):22-27. |
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| Authors: | HU Xiaoyun WU Huihan |
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| Institution: | (College of Media and International Culture,Zhejiang University,Hangzhou 310058,China) |
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| Abstract: | Based on its brand positioning of being Louis Vuitton in tea industry,TWG Tea constantly puts forth new products aiming at young generation,takes time and efforts to push the boundary of details like tea blending,packaging and extension products of tea.Though it is originated from Singapore,it aims at the whole world.TWG Tea acts as the new emerging force of the international tea brands. |
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| Keywords: | brand positioning niche consumption custom-tailored production brand extension |
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