武夷山茶企业电子商务发展现状与对策研究

发布时间：2018-05-24 09:09

本文选题：武夷山 + 茶企业　；参考：《福建农林大学》2016年硕士论文

【摘要】：进入21世纪,电子商务以一种新型经济形态的姿态展现在大家眼前,它在全球范围内正以前所未有的速度迅猛发展着,电子商务是各企业凭借互联网技术进行的一种商务活动,可提供的服务有商品信息发布、洽谈咨询、线上订购、线上支付等功能服务,能有效的减少商品流通中间环节,降低企业的经营成本,电子商务逐渐的成为改变人们生产生活方式的重要推动力。武夷山既是我国著名的风景区,也是一个有着悠久茶叶历史的茶区,茶产业已经成为武夷山市统筹城乡发展,促进当地经济,为当地人口增收的一个重要优势特色产业。武夷山到2016年为止,注册的公司已超三千多家,武夷山大部分公司在线下传统市场领域取得了斐然的成绩,拥有相对稳定的线下客户消费群体。但随着线上电子商务的逐渐跃起,以及在新市场经济环境下的日趋激烈的茶叶行业内部的竞争态势加剧,武夷山茶企业线下传统销售与品牌的价值提升后劲乏力,急需进行改变以求做到新的突破。本文对香江茶业有限公司发展线上电子商务营销模式进行研究,以期探寻出适合企业线上、线下配合共进的营销战略。本研究通过对武夷山茶行业模式研究的基础上,通过采用数据与实证分析,以武夷山当地的茶企业为例,针对武夷山当地知名度排名前几的茶企业电子商务存在的问题,研究武夷山茶企业若要进入电子商务领域并取得成功应采取的商业模式及发展策略,旨在探寻出一个适合武夷山当地茶企业电子商务发展的模式。1.武夷山茶企在资源与实质基础上有着绝大的优势,但因为传统发展的思维影响,存在着规模小、产品结构单一和思维保守等缺点,开展电子商务领域的方式大部分也只是以简单的依托现有成熟的第三方平台来运营。2.武夷山茶叶的线上消费以男性为主,高出30个百分点,消费武夷茶的人群年龄集中在16-35岁之间,这部分人群的月收入集中在2000-6000之间,主要购买的是价格在199元以下的武夷茶,并且在短时间内重复购买的的比例较大。这部分消费者以有中等文化以上的中青年为主,他们会综合考虑茶叶产品的各个因素后进行购买,但他们比较偏向于有品牌的武夷山茶企。而线下的消费者则是以有一定经济能力的中壮年男性为主,他们主要关心的是茶叶的品质,对武夷山茶叶的收藏具有一定的肯定度。3.武夷山茶企未来趋势是以“线上销售+线下体验”为主线,以消费者需求为导向,以高质量的茶叶产品为基础,协同发展,达到线下带动线上、线上促进线下的的稳固局面,逐步扩大企业的规模和影响力。4.针对武夷山的茶企在开展电子商务领域活动的过程中所面临的问题,从而提出了SWOT战略矩阵和B2C和020模式的电子商务策略。5.为香江茶业公司提出B2C和020电子商务营销模式和策略的构建,为香江茶业公司以及武夷山当地的茶叶企业能根据自身的特点制定出合适企业现状的营销模式和策略。现阶段武夷山的茶企适合的主要营销模式为根据武夷山当地现有的资源优势,结合020的模式,着重考虑企业的品牌、产品、定价和促销等因素,依托成熟的第三方平台或自建B2C平台来进行营销。
[Abstract]:In twenty-first Century, e-commerce was shown in front of everyone with a new form of economic form. It is developing at an unprecedented speed in the world. E-commerce is a kind of business activities carried out by various enterprises with Internet technology. The services available are commercial information release, consultation, online ordering, online support. Payment and other functional services can effectively reduce the intermediate link of commodity circulation and reduce the operating cost of the enterprise. E-commerce has gradually become an important driving force for changing people's production and life style. Wuyishan is not only a famous scenic area in China, but also a tea area with a long tea history. The tea industry has become a co-ordinated urban and rural area in Wuyishan. Development, promoting local economy and increasing income for local population is an important characteristic industry. By 2016, Wuyishan has registered more than more than 3000 companies, most of the companies in Wuyishan have achieved remarkable achievements in the traditional market field, and have relatively stable consumer consumer groups under the line. But with the online e-commerce gradually In the new market economic environment, the competition situation in the tea industry is becoming more and more intense. The traditional sales and brand value under Wuyi Mountain tea enterprise line are weak, and the new breakthrough is needed urgently. This paper studies the e-business marketing model of Xiangjiang Tea Industry Co., Ltd. on the development line. On the basis of the study of Wuyi Mountain tea industry model, this study, based on the study of Wuyi Mountain tea industry model, through the use of data and empirical analysis, take the local tea enterprises in Wuyishan as an example, to study Wuyi Mountain tea for the problems existing in the e-business of the top tea enterprises in Wuyishan local popularity. If enterprises want to enter the field of electronic commerce and achieve successful business model and development strategy, the purpose is to find out a model suitable for the development of electronic commerce in Wuyishan as a local tea enterprise,.1. Wuyi Mountain tea enterprises have great advantages on the basis of resources and essence, but because of the traditional development of thinking, there is a small scale. Single structure and conservative thinking and other shortcomings, the way to carry out e-commerce is mostly only to operate.2. Wuyishan tea online by simply relying on the existing mature third party platform, which is dominated by male and 30 percentage points higher. The age collection of the people who consume Wuyi tea is between the age of 16-35, and the monthly income of this part of the population. Between 2000-6000, the main purchase is Wuyi tea with a price of less than 199 yuan and a large proportion of repeated purchases in a short period of time. This part of the consumer is dominated by middle-aged and young people with medium or above medium culture. They will take into account all the factors of tea products, but they are more biased towards the brand of Wuyi Mountain tea. And the consumers under the line are mainly middle-aged men with a certain economic ability, they are mainly concerned about the quality of tea, the collection of tea in Wuyishan has certain degree of affirmation.3. Wuyishan tea enterprises in the future trend is "online sales + offline experience" as the main line, consumer demand oriented, high quality tea The product is the basis and cooperative development, reaching the line under line, promoting the solid situation under the line, and gradually expanding the scale and influence of the enterprise.4. in view of the problems faced by the tea enterprises in Wuyishan in the field of electronic business activities, and then put forward the SWOT strategy matrix and the B2C and the 020 mode of e-commerce strategy.5. Xiangjiang tea company has proposed the construction of B2C and 020 e-business marketing modes and strategies. For Xiangjiang tea company and local tea enterprises in Wuyishan, the marketing mode and strategy of appropriate enterprise status can be formulated according to their own characteristics. The main marketing mode suitable for tea enterprises in Wuyishan at this stage is based on the existing local capital in Wuyishan. The source advantage, combined with the 020 model, focuses on the brand, product, pricing and promotion of the enterprise, relying on the mature third party platform or self built B2C platform to carry out marketing.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F426.82

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