广西YJ茶业公司网络营销策略研究

发布时间：2018-01-07 14:01

本文关键词：广西YJ茶业公司网络营销策略研究　出处：《广西大学》2017年硕士论文　论文类型：学位论文

更多相关文章：茶叶 网络营销策略 STP分析 SWOT分析

【摘要】：当前,互联网时代快速发展,中国网民规模逐年增长趋势十分明显。随着互联网的普及,越来越多的人倾向于网络平台购物,且每年人数都在增加。据数据显示,截止至2016年年底中国互联网普及率为53.2%,中国网民规模达到7.31亿,较2015年底提升了 2.9个百分点[1]。网购规模的大幅度提高使得电子商务行业蓬勃发展,2016年电子商务交易规模达10.5万亿元,B2B市场交易规模达7.9万亿元,同比增长37.6%;B2C网络零售市场交易规模2.3万亿同比增长43.4%,其中天猫平台以占领53.2%的市场份额排名第一[2]。网络交易预计在未来5年发展趋势更加迅猛,不同行业各大商家都在思考着如何把握住互联网的发展机遇力求在电商领域占领一席之地。因此,为企业量身构建一套顺应电子商务大环境发展的营销策略尤为重要。茶叶作为传统产品,茶叶市场消费正处于转型期,网购市场的飞速发展给中国庞大的茶产品带来了机遇,消费者对茶叶的关注度越来越高,随之网购茶叶也会越来越受到青睐。在茶叶市场里,大批茶企如艺福堂、八马、大益、天福茗茶等通过以天猫为主的B2C网络平台营销获得了很好的业绩,使得网络营销更得人心。广西YJ茶业公司是广西一家专业的中高端品牌茶叶企业,该公司在传统商务领域中取得了卓越的成绩,但是在电子商务领域中竞争力低下,面对当前的市场环境,公司希望能够通过分析广西YJ茶业公司的网络营销现状,为该公司开拓出新的竞争市场。本文通过收集整理大量的数据资料,以网络营销4P理论为理论基础,针对广西YJ茶业公司网络营销现状,运用SWOT分析法和案例研究法,比对分析广西YJ茶业公司网络营销优势劣势;同时采用STP分析法对广西YJ茶业公司进行新的公司市场定位,给出了具体优化方案,分别优化了产品、价格、渠道、促销以及品牌5个营销策略;系统地提出了广西YJ茶业公司推行网络营销相关的策略规划,从而为广西YJ茶业公司网络营销提供了参考,也希望为广西茶业网络销售之路建立合适、有效的营销策略提供相关理论依据。同时,论文研究营销策略对广西YJ茶业公司未来新商业模式的探索提供了有效的支持,也为其他电子商务企业的发展提供些许借鉴。
[Abstract]:At present, with the rapid development of the Internet era, the increasing trend of the scale of Chinese Internet users is very obvious. With the popularity of the Internet, more and more people tend to shop on the Internet platform. Data show that by the end of 2016, China's Internet penetration rate was 53.2 percent, and the number of Chinese Internet users reached 731 million. 2.9 percent higher than in end of 2015. [In 2016, the scale of e-commerce transactions reached 10.5 tillion yuan and the scale of B2B market transactions reached 7.9 tillion yuan. 37.6% increase compared with the same period last year; The transaction scale of B2C online retail market was 43.4% higher than the same period last year, in which Tmall platform ranked first with market share of 53.2%. [2]. Internet transactions are expected to develop more rapidly in the next five years, and all major businesses in different industries are thinking about how to grasp the development opportunities of the Internet and strive to occupy a place in the field of e-commerce. It is very important to construct a set of marketing strategy for enterprises to adapt to the development of e-commerce environment. As a traditional product, tea market consumption is in the transition period. The rapid development of the online shopping market has brought opportunities to the huge tea products in China. Consumers pay more and more attention to tea, and with it, tea shopping online will be more and more popular. In the tea market. A large number of tea enterprises such as Yifutang, Bama, Dayi, Tianfu Tea through Tmall's B2C network platform marketing has achieved good results. Make the network marketing more popular. Guangxi YJ Tea Co., Ltd. is a professional mid-high-end brand tea enterprises in Guangxi, the company has made outstanding achievements in the traditional business field. But in the field of e-commerce competitiveness is low, in the face of the current market environment, the company hopes to be able to analyze the Guangxi YJ tea company network marketing status. Through collecting and sorting out a large number of data data, based on the 4P theory of network marketing, aiming at the present situation of Guangxi YJ tea company's network marketing, this paper develops a new competitive market for the company. Using SWOT analysis method and case study method, comparative analysis of Guangxi YJ tea company network marketing advantages and disadvantages; At the same time, the STP analysis method is used to locate the new market of Guangxi YJ Tea Company, and the specific optimization scheme is given, which respectively optimizes five marketing strategies: product, price, channel, promotion and brand. Systematically put forward the Guangxi YJ tea company to carry out the network marketing related strategy planning, thus provides the reference for Guangxi YJ tea company network marketing, also hopes to establish the suitable way for Guangxi tea industry network sale. Effective marketing strategy provides the relevant theoretical basis. At the same time, the thesis studies the marketing strategy to provide effective support for the exploration of the future new business model of Guangxi YJ Tea Company. Also for the development of other e-commerce enterprises to provide some reference.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F724.6;F274

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