Challenges and Opportunities of Brand Communication for Small and Medium Tea Enterprises in the Era of Digital Transformation: A Case Study of Guizhou Province,China

Jiang Zhimin, Prakaikavin Srijinda

ABSTRACT:

Digital transformation poses various opportunities and challenges for the brand communication of small and medium-sized enterprises (SMEs) in the tea industry. This qualitative study aims to identify the problems that tea SMEs encounter in their brand communication and to propose strategies and suggestions for improvement. The study finds that tea SMEs have a relatively low level of awareness and understanding of brand communication, and they fail to recognize the changes in the market, communication channels, media, and consumers brought by digital transformation. Consequently, their brand communication concepts and strategies are outdated and ineffective, and they need to be revised and updated. The study suggests that tea SMEs should adapt their brand communication to the current media environment of digital transformation by shifting their communication marketing focus, delivering more distinctive and relevant communication content, and addressing the diverse needs of different consumer segments. These measures can help enhance their brand awareness and brand competitiveness in the digital era.

KEYWORDS: Brand Communication ，Era of Digital Transformation， Small and Medium Tea Enterprises

DOI: 10.62788/qLtLVY3

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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