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Academic Journal of Business & Management, 2022, 4(2); doi: 10.25236/AJBM.2022.040206.

Study on the Cross-cultural Marketing Strategies of China’s Tea Enterprises


Lichao Tian1, Yinong He2

Corresponding Author:
Lichao Tian

1School of Economics and Business, Taishan University, Taian, China

2Taian Hi-tech Industrial Development Zone, Taian, China


As the country of origin of tea, China is also the major trader of tea. However, due to the lack of international marketing awareness and experience, Chinese tea enterprises have gradually been at a disadvantage in the international tea market and have been surpassed by enterprises from non-traditional tea-producing countries in market share and profits. How to reverse the international competitiveness of tea enterprises has become an important problem to be solved urgently. This paper analyses the differences between Chinese and foreign tea cultures, and finally puts forward relevant strategies for cross-cultural marketing of Chinese tea companies.


Tea, International Marketing, Cross-cultural Marketing, Cultural Differences

Cite This Paper

Lichao Tian, Yinong He. Study on the Cross-cultural Marketing Strategies of China’s Tea Enterprises. Academic Journal of Business & Management (2022) Vol. 4, Issue 2: 38-41. https://doi.org/10.25236/AJBM.2022.040206.


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