全球化时代背景下茶叶企业的网络营销策略研究

发布时间：2018-10-15 10:21

【摘要】：在经济全球化的背景下,以互联网经济为主要代表形式的"分享经济"为茶叶的国际化营销创新提供了无限的可能,为茶叶产业链的整合营销也提供了全新的机遇;无论是对于中小茶叶企业来讲还是对于集团化茶叶企业来讲,基于网络营销的新模式将为茶叶企业的转型升级、结构调整提供重要的帮助。全球化时代背景下茶叶企业营销发展的主要趋势包括以知识管理为核心的营销趋势、以消费者体验为核心的体验式营销、以满足消费者个性化需求为目的的整合营销。全球化时代背景下茶叶企业创新网络营销的必要性在于网络营销最大化地降低了茶叶企业营销的交易成本;网络营销为茶叶企业的整合营销提供了最佳的模式。全球化时代背景下茶叶企业的网络营销策略选择可以尝试第三方网络外包营销策略、线上线下相结合的体验式营销策略。
[Abstract]:Under the background of economic globalization, the "sharing economy", which takes the Internet economy as the main representative form, provides unlimited possibilities for the innovation of tea's international marketing, and also provides a new opportunity for the integrated marketing of tea industry chain. For small and medium-sized tea enterprises or for collectivized tea enterprises, the new model based on network marketing will provide important help for the transformation and upgrading of tea enterprises and structural adjustment. Under the background of globalization, the main trends of marketing development of tea enterprises include the marketing trend with knowledge management as the core, experiential marketing with consumer experience as the core, and integrated marketing with the purpose of satisfying consumers' individualized needs. Under the background of globalization, the necessity of innovating network marketing for tea enterprises lies in the fact that network marketing maximizes the transaction cost of tea enterprise marketing, and network marketing provides the best mode for integrated marketing of tea enterprises. Under the background of globalization, the choice of network marketing strategy of tea enterprises can try the third party network outsourcing marketing strategy, online and offline combination of experiential marketing strategy.
【作者单位】：郑州铁路职业技术学院;
【分类号】：F274;F426.82

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