中国茶城网络营销研究

发布时间：2018-06-21 18:39

本文选题：中国茶城 + 茶叶　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着科技水平的快速发展,全球产业布局的积极调整,我国的产茶业发展迅速,特别是在我国加入世界经济贸易组织以后,我国的茶叶产量年均复合增长率为8.5%,现有八千余万茶农,成为名副其实的产茶大国；与此同时,我国饮茶人口只有3亿左右,人均每年茶叶消费量为0.86公斤,远低于世界平均水平,是一个茶叶消费小国,同时随着人们对饮食保健逐步重视,对茶叶的要求度将会明显提升,进而在一定程度上会出现茶叶的产销不匹配问题,如何提升我国茶产业的营销水准,促使产销平衡,成为现阶段必须面对的问题。本研究以中国茶城为研究对象,首先对本文研究背景和意义进行说明,同时对网络营销的相关研究文献进行梳理和总结；其次,在对中国茶城及其现存网络营销情况进行简要介绍的基础上,指出现存问题并对其问题从茶农、政府和中介三个方面进行了深入分析；最后针对现存的九个问题,本研究对其进行了——解决,详略得当,其中针对网络建设问题提出了建立电子交易网络平台措施；针对网络交易法律欠缺提出了加快网络营销法律建设进程措施；针对中介物流不匹配问题提出了强化物流及其相关配套设施建设措施；针对茶产品缺少质量保障提出了提升茶产品质量检测措施；针对其余五个问题,给予了原则性指导意见,同时为确保中国茶城网络营销方案的顺利实施,提出了具体的保障措施。本研究在对中国茶城网络营销方案改进时,除了运用文献研究和实例研究方法外,还运用了定量分析和定性分析相结合的研究方法,希望对中国茶城的网络营销构建提供参考决策。
[Abstract]:With the rapid development of science and technology and the positive adjustment of the global industrial distribution, China's tea industry has developed rapidly, especially after China's entry into the World Economic and Trade Organization. The average annual compound growth rate of tea production in China is 8.5%, and there are now more than 80 million tea farmers, making it a true tea producing country. At the same time, our tea drinking population is only about 300 million, and the per capita tea consumption is 0.86 kg per year. Far below the world average, it is a small country with tea consumption. At the same time, as people gradually attach importance to diet and health care, the demand for tea will obviously increase, and then, to a certain extent, there will be a problem of tea production and marketing mismatch. How to improve the marketing level of tea industry and promote the balance of production and marketing has become a problem that must be faced at the present stage. This research takes China Tea City as the research object, first of all, explains the background and significance of this study, at the same time combs and summarizes the related research literature of network marketing; secondly, On the basis of a brief introduction of China Tea City and its existing network marketing situation, this paper points out the existing problems and analyzes them from three aspects: tea farmers, government and intermediary. This research has carried on the-solution to it, the detail is appropriate, among them has proposed the establishment electronic transaction network platform measure to the network construction question, has proposed the quickening network marketing law construction process measure to the network transaction law insufficiency; Aiming at the mismatch of intermediary logistics, the paper puts forward some measures to strengthen logistics and its related facilities, puts forward some measures to improve the quality of tea products in view of the lack of quality assurance of tea products, and gives some guiding opinions in principle for the other five problems. At the same time, in order to ensure the smooth implementation of China Tea City network marketing program, specific safeguard measures are put forward. In this study, when improving the network marketing scheme of China's Tea City, we not only use the methods of literature research and case study, but also use the research method of combining quantitative analysis and qualitative analysis. Hope to provide a reference decision for the construction of network marketing of tea city in China.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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