绿海茶油电商营销策略研究
发布时间：2018-07-25 13:57
【摘要】：伴随着现代信息技术的快速发展,各种新兴媒体层出不穷,网络平台所具备的巨大传播效应也日渐突显,开始有越来越多的企业认识到电商营销的重要性。比如目前国内食用油企业相继开通门户网站、微博以及微信公众号等,在此基础上开展电商营销活动,并取得了良好效果。在食用油企业积极介入新媒体之后,也使得食用油行业市场当中的广告投放方式与内容都有了重大改变。油茶是我国最具特色的主要食用植物油资源。加快油茶产业发展,对于提高我国食用植物油自给能力,改善我国食用植物油的生产和消费结构,保障国家粮油安全,促进山区综合开发和农民增收致富具有重要的战略意义。本文介绍了油茶产业发展的历史和现状,系统分析了绿海茶油品牌发展情况,以绿海茶油电商为实例,通过对茶油行业分析、电商发展、运营策略等理论的研究,结合绿海品牌和其他国内茶油品牌的实际情况,在分析了中国茶油行业的现状及所面临的问题之后,理论结合实际的角度,利用相关分析工具对该品牌的内、外部环境进行了具体分析,对存在的问题做出研究并提出了该品牌电商营销策略。
[Abstract]:With the rapid development of modern information technology, a variety of emerging media emerge in endlessly, the network platform has a huge communication effect is also increasingly prominent, more and more enterprises began to realize the importance of e-commerce marketing. For example, domestic edible oil enterprises have opened portal websites, Weibo and WeChat public number, etc., on the basis of this, e-commerce marketing activities have been carried out, and good results have been achieved. After the edible oil enterprises actively intervene in the new media, the advertising mode and content in the edible oil market have been greatly changed. Camellia oleifera is the most characteristic edible vegetable oil resource in China. Speeding up the development of Camellia oleifera industry is of strategic significance for improving the self-sufficiency of edible vegetable oil in China, improving the production and consumption structure of edible vegetable oil in China, ensuring the safety of national grain and oil, promoting comprehensive development in mountainous areas and increasing farmers' income. This paper introduces the history and present situation of the development of Camellia oleifera industry, systematically analyzes the development of green sea tea oil brand, taking the green sea tea oil e-commerce as an example, studies the theory of tea oil industry analysis, e-commerce development, operation strategy and so on. Combined with the actual situation of the green sea brand and other domestic tea oil brands, after analyzing the present situation and the problems faced by the tea oil industry in China, the author combines the theory with the practice, and uses the relevant analysis tools to make use of the inside of the brand. The external environment is analyzed, the existing problems are studied and the marketing strategy of the brand is put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F724.6
本文编号：2144034
[Abstract]:With the rapid development of modern information technology, a variety of emerging media emerge in endlessly, the network platform has a huge communication effect is also increasingly prominent, more and more enterprises began to realize the importance of e-commerce marketing. For example, domestic edible oil enterprises have opened portal websites, Weibo and WeChat public number, etc., on the basis of this, e-commerce marketing activities have been carried out, and good results have been achieved. After the edible oil enterprises actively intervene in the new media, the advertising mode and content in the edible oil market have been greatly changed. Camellia oleifera is the most characteristic edible vegetable oil resource in China. Speeding up the development of Camellia oleifera industry is of strategic significance for improving the self-sufficiency of edible vegetable oil in China, improving the production and consumption structure of edible vegetable oil in China, ensuring the safety of national grain and oil, promoting comprehensive development in mountainous areas and increasing farmers' income. This paper introduces the history and present situation of the development of Camellia oleifera industry, systematically analyzes the development of green sea tea oil brand, taking the green sea tea oil e-commerce as an example, studies the theory of tea oil industry analysis, e-commerce development, operation strategy and so on. Combined with the actual situation of the green sea brand and other domestic tea oil brands, after analyzing the present situation and the problems faced by the tea oil industry in China, the author combines the theory with the practice, and uses the relevant analysis tools to make use of the inside of the brand. The external environment is analyzed, the existing problems are studied and the marketing strategy of the brand is put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F724.6
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