Tea Culture 1 Tea Activity Plan Tea has fresh and elegant natural characteristics, which can calm the mind, help cultivate sentiment, eliminate distractions and cultivate body and mind. Quiet, quiet? Is oriental philosophy in harmony with Buddhism, Taoism and Confucianism? Introspective practice? It is believed that, therefore, celebrities, literati, businessmen, officials and Buddhists in all previous dynasties in China are proud of worshipping tea, and especially like to sing poems, tune the piano and sing, play chess and paint in tea in pursuit of elegant enjoyment.
? Tea ceremony? It is a kind of life etiquette with tea as the medium, and it is also considered as a way of self-cultivation. it
Making tea, tasting tea, drinking tea, enhancing friendship, loving Xiu De and learning manners are beneficial rituals. Tea ceremony originated in China. At least before or in the Tang Dynasty, China people first regarded tea as a way to cultivate one's morality, which was recorded in Wen Jian Ji written by Feng in the Tang Dynasty. Tea ceremony prevails, and all princes and ministers drink it. ? This is the earliest record of tea ceremony in existing literature.
In the monasteries of the Tang Dynasty, monks chanted sutras and meditated, all drinking tea, clearing their hearts and nourishing their spirits. At that time, tea banquets were very popular in society. In civilized and elegant social activities, the host and guest enjoy tea, enjoy the scenery and express their feelings. Tang Lvwen vividly described the elegant atmosphere of the tea banquet and the wonderful charm of tea tasting in the preface to the tea banquet on March 3.
During the Tang and Song Dynasties, people were very particular about the environment, etiquette and operation of drinking tea. According to the agreed rules and ceremonies, tea banquets are divided into palace tea banquets, temple tea banquets and literati tea banquets. I also have a deep understanding of the self-cultivation function of tea. Song Huizong Evonne is a tea lover. He thinks that the fragrance and taste of tea can make people relaxed, quiet and interesting. If tea is a kind of thing, it is good at the delicacy of Fujian, the spirit of Zhongshan and the spirit of Sichuan, and it is clear and harmonious, then it is not known to a mediocre teenager. Zhong Lian is carefree and clean, with high rhyme and quiet ...?
Tea ceremony in China is hundreds or even thousands of years earlier than that in Japan, but it is a pity that China first proposed it? Tea ceremony? The concept of ""has been continuously explored in this field, and great achievements have been made, but it has not been clear-cut. Tea ceremony? In the name of "tea ceremony", the traditional tea ceremony etiquette has not been standardized, so many people mistakenly think that tea ceremony originated in other countries. China's tea ceremony can be said that the spirit is greater than the form. Some scholars think that the necessary ceremony is right? Tea ceremony? More importantly, the national flag, there is no ceremony to claim it? Tea ceremony? Although you can't say no, you can praise it if you have tea, which seems to be generalized. Finally? Is it extraordinary that Tao can be Tao? Yes
Making tea is a very simple thing, so simple that only two actions are needed: putting tea leaves and pouring water. However, in the tea ceremony, that set of ceremonies is too complicated or too particular, and the average person will certainly not make such a trivial matter so complicated.
In fact, China Tea Ceremony is not only satisfied with the invention of self-cultivation with tea and the standardization of ceremonies, but also dares to explore the true meaning of tea to human health, and creatively combines tea with natural raw materials such as Chinese medicine, which greatly enhances the role of tea in medical care and obtains greater development space. This is the most practical aspect of China Tea Ceremony, and it is also the charm that people have been paying attention to and loving for thousands of years.
For people with rich life experience, tea narration is the best way to laugh at life and express their feelings. In midsummer, a pot of green tea and a tune of pipa make a faint coolness and a deep affection; A cup in your hand, incense around your fingers, three days.
A lingering feeling. Your own? Picking chrysanthemums under the east fence, leisurely seeing Nanshan? Hasty and calm.
To sum up, this case will deeply discuss the relationship between tea culture and people's daily habits, and combine the characteristics of customer groups, focusing on close contact? The second residence of the urban elite? This image. Render a nostalgic, friendly and nurturing cultural atmosphere to enhance the promotion effect.
Activity objectives:
This activity can effectively attract target customers, and fully display the image of the real estate by combining the existing software and hardware facilities.
Eliminate the doubts of wait-and-see customers in the choice of signing bills, constantly tap and expand the target customer base in the promotion of activities, and increase the cultural orientation of enriching and upgrading.
Activity execution standard:
Realize the pertinence, effectiveness and visible profitability of promotion to attract market attention, expand social effects, effectively realize the word-of-mouth effect of marketing, and deepen the cultural influence in the hearts of consumers.
All customers who come to the site on the day of the event can enjoy tea art, tea art performances and tea sets, and continue to enjoy preferential items during the event.
Activity core:
Integrating the advantages of project resources with this activity as the main carrier? Tea culture? Focus on attracting target customers, focus on displaying the landscape of real estate, supplemented by corresponding preferential policies, and achieve the purpose of marketing.
Planning of tea culture activities. The first sentence: Tea culture has a long history and far-reaching significance in China. Lin Bu, a famous poet in the Song Dynasty, has a poem:
The stone mill flies lightly, and the frankincense cooks the sword and springs. It is difficult to know the peerless products in the world, and it is also idle to recall the ancients for the tea classics.
For people with rich life experience, tea narration is the best way to laugh at life and express their feelings. Cool autumn, a pot of green tea, affectionate; A cup in your hand, fragrant around your fingers, will have three days of lingering feelings. Your own? Picking chrysanthemums under the east fence, leisurely seeing Nanshan? Hasty and calm. In Sichuan, drinking tea is an important part of ancient Bashu culture. People not only have a natural preference for drinking tea, but also rely on the comfortable, friendly and good atmosphere brought by tea culture.
To sum up, this case will deeply discuss the relationship between tea culture and people's daily habits. Border town water situation? Customer group characteristics, focusing on close contact? The second residence of the urban elite? This image and waterscape, renderings? Border town water situation? Create a nostalgic, friendly and educated cultural atmosphere to enhance the promotion effect.
I. Objectives set by the activity:
★ Fully display the image of the building, and use the existing facilities, hardware and software to further fit and attract the target customers.
U Eliminate the doubts of wait-and-see customers in the choice of placing orders, constantly tap and increase the target customer base in marketing promotion, and reserve rich customers for the second-phase sales sprint.
U intensify efforts to enrich and improve? Border town water situation? Cultural orientation of
Do you realize the marketing boom of 1 1 month?
Second, the activity execution standard:
U realize the pertinence, effectiveness, enforceability and visible effect of promotion.
★ Attract market attention and expand social influence.
U realize the word-of-mouth effect of marketing propaganda and deepen it? Border town water situation? Cultural influence in consumers' minds
★ Maximize the rational use of promotional funds and maximize market gains.
Third, the activity application promotion language:
Warm a pot of tea for you and wait for you to travel all over the world.
IV. Core points of activity implementation:
Integrating the advantages of project resources with this activity as the main carrier? Tea culture? And the tone of nostalgic life is magnetic field, attracting target customers to the scene, showing the landscape presented in the first phase, achieving marketing goals with favorable preferential policies, and creating momentum for the opening of the second phase.
Verb (abbreviation of verb) activity planning scheme:
1, activity suggestion theme:? Years in tea, feelings like water, border town, love of water, live exhibition of China tea culture?
2. Suggested execution time: 165438+ 10 month 16, 17.
3. location:? Border town water situation? Project site
4. Suggestions for organizing activities:
Sponsor: Tian Xiang Real Estate
Co-organizers: famous tea and tea set dealers, tea performance societies.
5. Activity site: Water Love Sales Hall, Model Room and Private Garden in Border Town.
6. Event inviter:
Leader of Sichuan Tea Association
L well-known folk tea culture researchers
L Zhiming tea performance club
l？ Border town water situation? Owners, prospective owners, prospective customers and tea culture lovers
L Chengdu Business Daily, Chengdu Evening News, Chengdu Economic TV Station, sctv and other related media people.
Cooperative measures related to intransitive verbs;
● Implementation objectives of measures:
U use emotional touch and interest stimulation to promote sales boom.
● Specific contents of measures:
U customers who place orders on the same day can enjoy a certain degree of discount.
U former 10 customers can get extra decoration packages presented by developers.
U Both parties who have reached a house purchase through the introduction of the owner or prospective owner can enjoy the preferential treatment of exemption from property management fees for a certain period of time.
The second phase of U has accepted the numbering, and the customers with the numbering on the same day enjoy a certain degree of discount when they formally purchase a house.
Seven. Specific content and implementation process of the activity:
● 165438+1October16
1、? Chatting over tea?
◆ Speech by the leaders of Sichuan Tea Association.
To set off the professional atmosphere, provide strong support and strengthen the grand color of the event.
◆ ? Border town water situation? The leaders delivered speeches, invited well-known tea culture researchers and tea performance societies to make appearances one by one, and made short speeches to thank the supporting businesses of this event.
Arouse the nostalgia of the audience, render the warm atmosphere of the live event, pave the way for the appreciation of this event, and highly attract the attention of the audience.
◆ ? Border town water situation? The owner's representative delivered a speech, announcing the official start of the weekend of tea culture live display.
Make a statement from the perspective of residents and reproduce it truly? Border town water situation? The home environment is suitable for people's living ideal and the project itself, so as to achieve the purpose of promotion.
2、? Tea thinking?
The famous tea varieties participating in this activity were listed by folk tea culture researchers, and their product characteristics, historical origins and related knowledge points were described in detail. At the same time, the audience will be arranged for selective tasting.
The opening ceremony, full of national flavor, laid a heavy cultural tone for the whole event and naturally focused the audience's attention.
3、? Tea rhyme?
The unique tea performance of the tea club; And extemporaneously invite the audience to participate, teach and taste on the spot; The participating audience will receive famous tea gifts.
Further enhance the audience's interest in tea culture, mobilize their participation and enthusiasm, consciously cultivate the image of a master, and form a right? Border town water situation? Intimacy
4、? Tea scene?
By who? Border town water situation? Property consultants distribute project materials, give detailed product descriptions, and show the image and environment of the building.
Focus on rendering the landscape features and the living atmosphere brought by private gardens, organically combining with the theme of this activity, naturally shifting the audience's attention to the project itself, thus forming a right? Border town water situation? A more direct and profound impression
5、? Tea set?
By who? Border town water situation? Property consultants organize audiences to watch tea sets; Then visit the indoor landscape and model room of the project and draw a lottery in the private garden. The lucky audience will get a set of tea set gifts.
Taking tea set viewing as the traction, panoramic display of the details of the project will deepen? Border town water situation? A good impression in the eyes of the audience
6、? Tea?
Announce the successful conclusion of this tea culture exhibition; Organize the audience to enjoy tea and relax in the private garden; Inform the relevant preferential policies during this activity; The property consultant will be responsible for detailed explanation, acceptance and numbering.
The activity terminal returns to marketing matters, continues the influence left by tea culture activities, launches sales work, and promotes more orders, thus achieving the promotion purpose of this activity.
●165438+1October 17
Where is the sky? Border town water situation? Customers who visit the site can enjoy tea and tea sets for free, and continue to enjoy preferential items during tea culture activities.
Eight, planning and operation:
● Planning operation steps:
N Combine the strong hardware advantages of the project, improve market visibility and attention, and attract the attention of target customers in Chengdu and Wenjiang markets.
N Fully display the real scenes of the project and supporting facilities, and eliminate market doubts.
N gather popularity with targeted public relations activities, attract target customers to visit the project site, build momentum for the second phase of sales, and reserve enough customers.
N attract more interested customers with appropriate sales benefits, and urge the original interested customers to place orders as soon as possible.
● Planning operation cycle:165438+10.8.65438+/kloc-0.0/0.5.
● Planning and promotion means:
U newspaper media plane
U TV cf advertisement
U dm direct mail (invitation card)
● Planning and promotion rhythm:
? Newspaper media?
1, subject: integration? Border town water situation? Project advantages+related activity information
2. Format: Chengdu Business Daily 1/3 Color Edition
3. Execution time: 165438+ 10/5 (Friday)
Tv cf advertisement
1, subject:? Time is like tea and water?
2. Form: Be one? Time is like tea and water? 15 second TV cf advertisement
3. Media release: broadcast time of sctv and Sichuan cable TV stations.
4. Delivery time:165438+1October 65438+March165438+1October 65438+May.
Dm Direct Mail Invitation Letter
1, subject:? Years in tea, watery feelings, border town, water love, China tea culture live show, weekend activities?
2. Form: single page; figure
3. Execution form: delivery shall be made according to the contact information of the owner/prospective owner/intended customer; Cooperate with the designated place to obtain
4. Execution time:165438+1October 8165438+1October 5, 65438.
Nine, the integration and application of media resources:
165438+1October 12, 13 "Sichuan Cable Integrated Channel" and "Chengdu Economic TV Station" real estate program reports.
165438+ 10/4, social news report of Chengdu Business Daily.
165438+ 10/5, Chengdu Evening News reported soft news.
X. Suggestions for on-site packaging:
access door
★ The scene layout renders the atmosphere (such as balloons, arches and cloth) and the indication system.
Movable house sales hall
u？ Border town water situation? Sales information (real scene presentation, phase II numbering information, preferential policies) background board for large-scale theme activities; Yi Labao related to tea culture; Stages and simple audio equipment for temporary performances; Classical background music, etc
At the entrance of the sales hall
★ Set the sign-in book and business card box by classification, which will be used as the sign-in book of the owner and the intended customer respectively. There are small gifts at the sign-in desk (such as printing? Border town water situation? Send the words "tea bag".
In the sales hall
U refreshments are placed in the corner of the hall, with project information attached.
All exits, activities and other places
Are you all set? Time is like tea and water? Yi Labao and the theme activities? Border town water situation? sales message
The activity plan of tea culture 3 1. Activity target: all students.
Two. Activity time: from 10 to 201early June.
3. Location: in front of the library of Wuyi University.
Sponsorship reason:
Nowadays, the international tea market is strong, and the tea economy in China is also developing rapidly. The sales of black tea and rock tea in Wuyishan are also increasing year by year. Wuyi tea has a long history and profound cultural heritage. In this environment, the undergraduate major of tea science (the direction of tea culture economy) was approved by the Ministry of Education. This major is under the academic guidance of Professor Chen Zongmao, the only academician of the Academy of Engineering in China tea industry, with Mr. Zhang Tianfu, a master of tea science and a hundred-year-old tea man as consultant, and famous tea experts such as Wan, Liu Zhonghua and Tu Youying as distinguished professor. It has a team of 8 professors and 0 associate professors/kloc-0, including Yang, a famous expert in tea culture economics in China, and academic leaders in tea biochemistry, food safety inspection and tea culture. Tea major is influenced by its unique vision.
Attract the attention of the community. President Yang is also an expert in tea science. Director Li of our college applied for the National Natural Science Foundation, and the construction of our tea engineering center was supported by the national special fund of 4 million. These are our advantages. Our tea.
There is a lot of room for development in learning. Wuyishan has many tea-related enterprises, such as tea processing, tea set production, tea culture dissemination, tea leisure tourism and so on. Every enterprise will invest a lot of money in publicity to expand its popularity, increase product sales and open up a new platform for its further development. However, both print media and electronic media need a lot of time and money. Supporting students' activities is the simplest and most effective way. Wuyi College has more than 120 15 teachers and students from all over the country, which is a huge resource pool. Whether focusing on the present or looking forward to the future, it is a wise choice to seize this resource in advance.
This time, the second Wuyi College Tea Culture Art Festival, sponsored by Wuyi College School of Tea and Food and undertaken by Tea Science, is an activity in line with all kinds of tea events in Wuyishan. It is highly valued by school leaders, school youth league committees, department leaders and department youth league committees.
In this activity, we need to use many related photo layouts to show Wuyishan tea culture, the production of photo boards, the promotion of activities, and the small prizes used when interacting with students. The purchase of these items needs certain financial support, so it needs the sponsorship of merchants who love Wuyishan tea culture and are willing to contribute to the promotion of Wuyishan tea culture. May you join us in running Wuyi University Tea Culture Art Festival. While promoting Wuyishan tea culture, we can do some commercial publicity for sponsors and improve their popularity. Open a huge potential consumer market for merchants. This market has concentrated consumer groups, strong pertinence and large consumption. Easy to be influenced by the surrounding environment, easy to guide consumption, and good products.
Card is easily rooted in people's hearts. It is easy to form a tidal current and radiate to the periphery quickly. Strong acceptance, especially for new things.
Organizer: Tea and Food College of Wuyi University
Organizer: General Branch Student Union of Tea and Food College
Time: September 23rd.
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