TEA CULTURE BRAND MARKETING TO ACHIEVE FARMERS’ INCOME ENHANCEMENT BASED ON BIG DATA VISUAL ANALYSIS--A CASE STUDY OF HEZHOU LIUBAO TEA IN CHINA

Chen  Hang; Tianyang Luo

doi:10.59267/ekoPolj25041185H

Authors

Chen Hang Suzhou Industrial Park Institute of Vocational Technology, No. 1, Ruoshui Road, Suzhou Industrial Park, Suzhou City, Jiangsu Province, China
Tianyang Luo Hezhou University, No.3261 Xiaohe Avenue, Babu District, Hezhou City, Guangxi Province, China

DOI:

https://doi.org/10.59267/ekoPolj25041185H

Keywords:

Agricultural Markets, Tea Culture, Tea Farmers, Income, Cultural Brands

Abstract

The main objective of this study is to examine how big data visualization can enhance the brand marketing of Hezhou Liubao Tea, a representative Chinese black tea, to increase the income of local tea farmers. Despite its unique production methods and cultural significance, Liubao Tea faces challenges in brand recognition and market expansion. Using big data tools, this research analyzes market demand, consumer behavior, and sales channel performance to identify key factors driving brand development. The methodology includes data collection from e-commerce platforms, social media, and surveys, combined with visualization tools like Tableau and Gephi to process and present the findings. Key findings show that investments in brand development, production efficiency, and market expansion significantly contribute to increased farmer income. The study highlights the potential of data driven marketing strategies to improve brand awareness, optimize sales channels, and enhance product quality, offering practical recommendations for both local and nternational market growth. This research provides insights into leveraging modern technology for sustainable development in the tea industry and rural revitalization.

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