【摘要】：伴隨著現(xiàn)代信息技術(shù)的快速發(fā)展,各種新興媒體層出不窮,網(wǎng)絡(luò)平臺所具備的巨大傳播效應(yīng)也日漸突顯,開始有越來越多的企業(yè)認(rèn)識到電商營銷的重要性。比如目前國內(nèi)食用油企業(yè)相繼開通門戶網(wǎng)站、微博以及微信公眾號等,在此基礎(chǔ)上開展電商營銷活動,并取得了良好效果。在食用油企業(yè)積極介入新媒體之后,也使得食用油行業(yè)市場當(dāng)中的廣告投放方式與內(nèi)容都有了重大改變。油茶是我國最具特色的主要食用植物油資源。加快油茶產(chǎn)業(yè)發(fā)展,對于提高我國食用植物油自給能力,改善我國食用植物油的生產(chǎn)和消費結(jié)構(gòu),保障國家糧油安全,促進(jìn)山區(qū)綜合開發(fā)和農(nóng)民增收致富具有重要的戰(zhàn)略意義。本文介紹了油茶產(chǎn)業(yè)發(fā)展的歷史和現(xiàn)狀,系統(tǒng)分析了綠海茶油品牌發(fā)展情況,以綠海茶油電商為實例,通過對茶油行業(yè)分析、電商發(fā)展、運營策略等理論的研究,結(jié)合綠海品牌和其他國內(nèi)茶油品牌的實際情況,在分析了中國茶油行業(yè)的現(xiàn)狀及所面臨的問題之后,理論結(jié)合實際的角度,利用相關(guān)分析工具對該品牌的內(nèi)、外部環(huán)境進(jìn)行了具體分析,對存在的問題做出研究并提出了該品牌電商營銷策略。
[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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F724.6

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