《北洋画报》茶广告中的营销观  

On the Marketing View of Tea Advertisement in Beiyang Pictorial

作　　者：何歆 谭悦 He Xin;Tan Yue

机构地区：[1]辽宁师范大学历史文化旅游学院 [2]辽宁师范大学

出　　处：《农业考古》2022年第5期108-113,共6页Agricultural Archaeology

摘　　要：近代以来,伴随着西方茶叶的崛起,华茶发展面临挑战。为了扩大市场占有率,挽救华茶市场,有识之士迎合时代潮流,利用广告宣传华茶。大量关于茶叶的新知识、新理念传入到市场上,推动了华茶的发展。其中,天津《北洋画报》中刊登的茶广告,一定程度上将华茶推广于国内外,为华茶近代化的发展以及挽救华茶衰退局势做出了贡献。本文从茶叶广告营销观角度出发,探索近代茶企业家们在时代浪潮冲击之下,追求时代进步和不断创新的道路,这也为现当代茶叶的宣传以及未来的发展方向提供了经验与教训。Since modern times,with the rise of western tea,the development of Chinese tea faced challenges.In order to expand the market share and save the Chinese tea market,people of insight catered to the trend of the times to promote Chinese tea with advertisements.A large quantity of new knowledge and ideas about tea were introduced into the market,which promoted the development of Chinese tea.Among them,the tea advertisements published in Beiyang Pictorial in Tianjin promoted Chinese tea at home and abroad to a certain extent,contributing to the development of Chinese tea’s modernization and helped stopping the decline of Chinese tea.From the perspective of tea advertising marketing,this paper may provide experience and lessons for tea publicity today as well as the development indication in the future.

关 键 词：《北洋画报》 营销观念 茶广告 

分 类 号：F713.8[经济管理—广告]