Li Kui

A Systematic Literature Review on the Internationalization Development Path of Fuliang Tea E-commerce under the Rural Revitalization Strategy

Chen Zhengjun, Huang Qiuyang, Li Kui, Wei Fangfang & Yu Yuan · Journal of Economics, Management and Trade · 2025

Aims: This study investigates the internationalization of Fuliang tea e-commerce under China’s rural revitalization strategy, identifying key challenges and opportunities for global market expansion. Study Design: Systematic Literature Review (SLR). Place and Duration of Study: P...

Open access Research Article 10.9734/jemt/2025/v31i121371

Storytelling Marketing and Cross-Cultural Branding of Fuliang Tea: A Systematic Review and Global Evidence Synthesis

Huang Qiuyang, Chen Zhengjun, Li Kui, Wei Fangfang & Yu Yuan · Asian Journal of Economics, Business and Accounting · 2025

Aims: This study has conducted a systematic literature review (SLR) to evaluate the effectiveness of brand storytelling in the cross-cultural e-commerce context of Fuliang tea. It synthesizes global empirical evidence on storytelling marketing within the tea industry and introduc...

Open access Research Article 10.9734/ajeba/2025/v25i122084

Exploring Cross-cultural Marketing Strategies of Fuliang Tea in E–commerce

Chen Zhengjun, Huang Qiuyang, Li Kui, Wei Fangfang & Yu Yuan · Asian Journal of Agricultural Extension, Economics & Sociology · 2025

Aims: This study explores how Chinese regional tea enterprises, particularly Fuliang tea producers, develop and implement cross-cultural marketing strategies in the era of global e-commerce. It focuses on how cultural adaptation, digital innovation, and institutional support enha...

Open access Research Article 10.9734/ajaees/2025/v43i112851