跨境电商营销模式对茶产业的升级促进作用及对策
发布时间：2018-07-14 09:59
【摘要】：当前"一带一路"沿线国家普遍处于经济发展的上升期,其中,跨境电商的蓬勃发展意义深远,与"一带一路"战略并行,开创了一条"空中丝绸之路",在"海"、"陆"两个丝绸之路上,与我国企业开展互利合作、扩大经贸合作的前景广阔。茶叶曾经占中国出口总额的一半以上,是中国19世纪最重要、最大宗的出口商品,然而现在主流茶叶消费市场占有率低,价格一直处于弱势地位,中国茶在出口方面一直难有大的突破,受到了相关出口政策的遏制、产业标准的限制、信息不畅等因素。在我国,跨境电商茶叶的出口,服务"一带一路"国家战略,助力中国茶叶品牌化,为茶叶跨境电商出口提供精准营销的策略。本文从茶叶跨境电商出口现存状况,如何提升中国茶叶跨境电商出口的发展两大方面进行了分析,分析了茶叶在跨境电商当中的出口现状、存在的问题和发展势头,根据目前较为出名的两大跨境电商平台速卖通和敦煌网的后台大数据分析,为茶叶打造国际品牌、促进产业转型升级以及提高茶叶企业参与国际贸易的竞争力等方面提供了契机和挑战。
[Abstract]:At present, the countries along the road along the road are generally in the rise period of economic development. Among them, the flourishing development of the cross-border e-commerce is of profound significance. In parallel with the "along the road" strategy, a "air Silk Road" has been created. In the two silk roads of "sea" and "Lu", the prospects of mutually beneficial cooperation with our enterprises and the expansion of economic and trade cooperation have a broad prospect. More than half of the total export of China is the most important and most important export commodity in China in nineteenth Century. However, the market share of the mainstream tea consumption market is low and the price has been in a weak position. The export of Chinese tea has been difficult to have a big breakthrough. It has been restricted by relevant export policies, industrial standards and information is not smooth. In our country, the export of cross border e-commerce tea, serving the national strategy of "one way along the road", assisting Chinese tea branding and providing a precise marketing strategy for the export of tea across the border area. This paper analyzes the two aspects of the existing situation of the cross border e-commerce export of tea and how to promote the development of Chinese tea cross border e-commerce. The current situation, the problems and the momentum of the cross border ecommerce, according to the big data analysis of the two major cross-border e-commerce platform and Dunhuang network, provide an opportunity to build the international brand for tea, promote the industrial transformation and upgrade and improve the competitiveness of the tea enterprises to participate in the international trade. War.
【作者单位】： 浙江机电职业技术学院;
【分类号】：F426.82;F724.6
，
本文编号：2121291
[Abstract]:At present, the countries along the road along the road are generally in the rise period of economic development. Among them, the flourishing development of the cross-border e-commerce is of profound significance. In parallel with the "along the road" strategy, a "air Silk Road" has been created. In the two silk roads of "sea" and "Lu", the prospects of mutually beneficial cooperation with our enterprises and the expansion of economic and trade cooperation have a broad prospect. More than half of the total export of China is the most important and most important export commodity in China in nineteenth Century. However, the market share of the mainstream tea consumption market is low and the price has been in a weak position. The export of Chinese tea has been difficult to have a big breakthrough. It has been restricted by relevant export policies, industrial standards and information is not smooth. In our country, the export of cross border e-commerce tea, serving the national strategy of "one way along the road", assisting Chinese tea branding and providing a precise marketing strategy for the export of tea across the border area. This paper analyzes the two aspects of the existing situation of the cross border e-commerce export of tea and how to promote the development of Chinese tea cross border e-commerce. The current situation, the problems and the momentum of the cross border ecommerce, according to the big data analysis of the two major cross-border e-commerce platform and Dunhuang network, provide an opportunity to build the international brand for tea, promote the industrial transformation and upgrade and improve the competitiveness of the tea enterprises to participate in the international trade. War.
【作者单位】： 浙江机电职业技术学院;
【分类号】：F426.82;F724.6
，
本文编号：2121291
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