Data Connection: Scene Marketing Creates Demand

Daojun Sun, Yanyan Wang and Chunhu Cui

Chapter 8 in Digital Enablement:The Consumerizational and Transformational Effects of Digital Technology, 2018, pp 121-138 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Tea is one of the flagship products in the Chinese beverage market. After more than a decade’s rapid growth, excessive production capacity of the tea beverage market triggered slow growth and performance decline, especially when China’s economy entered a new normal. Some brands chose to stay out of the market and some struggled. However, Master Kong tea beverage, which is the object of this research, acts in positive innovation, and strives to explore new marketing methods and modes, creates new demands and pursues new growth points by observing changes of the consumer market by virtue of big data. Based on the analysis of Master Kong’s practice, the author creatively indicated the basic logic of building marketing scenes through data connection, put forward three dimensions for scene construction, that is, time, space, and relationship. Thus, the scene consists of three elements: experience, connection, and community. Data performs connection function in scene construction.

Keywords: Digital Enablement; ICT; Information Systems; China; Case Study; Qualitative (search for similar items in EconPapers)
JEL-codes: O33 (search for similar items in EconPapers)
Date: 2018
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