FS铁观音企业电子商务营销策略研究

发布时间：2018-06-24 04:17

本文选题：茶叶 + 电子商务　；参考：《华侨大学》2017年硕士论文

【摘要】：随着我国经济的发展,茶叶作为一种传统的健康饮品,消费市场正在迅速的增长。目前我国的茶叶产品还是以传统的线下实体店铺销售为主,但经过多年的发展,现在线下市场已经面临增长瓶颈。相较于当下电子商务如火如荼的迅猛发展,茶叶在电子商务领域表现的不温不火,如何通过电子商务营销促进企业发展已成为现代茶企不得不考虑的核心问题之一。FS铁观音企业是一家专注于经营中高端茶叶产品的茶企,面对愈加激烈的线下竞争,企业欲通过电子商务营销寻求新的发展契机。在此背景下,本文基于电子商务的相关理论与当下中国电子商务发展的现状,结合FS铁观音企业实际情况进行分析,就企业如何开展电子商务营销开展研究。本文首先对电子商务营销等相关理论做了整理回顾,为接下来的分析研究提供坚实的基础。其次,从FS铁观音企业自身角度出发,分析了该企业的政策和法律环境,经济和技术环境,以及竞争对手的情况,本文认为发展电子商务是FS铁观音企业的必然需求;通过对企业本身经营与营销现状的分析,指出营销过程中存在的问题;利用SWOT分析,研究制定了企业的战略,并制作了相应的SWOT矩阵,提出FS铁观音企业开展电子商务营销模式。最后,基于企业实际情况与上述分析,本文提出了FS铁观音企业开展电子商务营销的在客户定位、产品、价格、促销、渠道和文化营销等方面的策略,并结合实际提出“重创新”“立标准”“建制度”“结联盟”等四点策略实施和保障措施。
[Abstract]:With the development of Chinese economy, tea as a traditional healthy drink, the consumption market is growing rapidly. At present, the tea products in our country are mainly sold in the traditional offline physical stores, but after years of development, the offline market is now facing the bottleneck of growth. Compared with the rapid development of electronic commerce, tea shows no interest in the field of electronic commerce. How to promote the development of enterprises through e-commerce marketing has become one of the core problems that modern tea enterprises have to consider. FS-Tieguanyin enterprise is a tea enterprise focusing on the management of middle and high-end tea products, facing increasingly fierce offline competition. Enterprises want to seek new development opportunities through e-commerce marketing. In this context, based on the relevant theory of e-commerce and the current situation of e-commerce development in China, combined with the actual situation of FS Tieguanyin enterprise, this paper studies how to carry out e-commerce marketing. In this paper, the related theories of e-commerce marketing are reviewed, which provides a solid foundation for the following analysis. Secondly, from the point of view of FS Tieguanyin enterprise itself, this paper analyzes the policy and legal environment, economic and technological environment, as well as the situation of competitors. This paper holds that the development of electronic commerce is the inevitable demand of FS Tieguanyin enterprise; Through the analysis of the present situation of the enterprise's own management and marketing, the problems in the marketing process are pointed out, and the strategy of the enterprise is studied by using the SWOT analysis, and the corresponding SWOT matrix is made. Put forward FS Tieguanyin enterprise to carry out e-commerce marketing model. Finally, based on the actual situation of the enterprise and the above analysis, this paper puts forward the strategies of the FS Tieguanyin enterprise in the aspects of customer orientation, product, price, promotion, channel and cultural marketing, etc. Combined with practice, this paper puts forward four strategies, such as "emphasizing innovation", "establishing standard", "building system", "forming alliance" and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274;F724.6

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