本文選題：武夷山 + 茶企業(yè)��； 參考：《福建農(nóng)林大學(xué)》2016年碩士論文

【摘要】：進(jìn)入21世紀(jì),電子商務(wù)以一種新型經(jīng)濟(jì)形態(tài)的姿態(tài)展現(xiàn)在大家眼前,它在全球范圍內(nèi)正以前所未有的速度迅猛發(fā)展著,電子商務(wù)是各企業(yè)憑借互聯(lián)網(wǎng)技術(shù)進(jìn)行的一種商務(wù)活動(dòng),可提供的服務(wù)有商品信息發(fā)布、洽談咨詢、線上訂購、線上支付等功能服務(wù),能有效的減少商品流通中間環(huán)節(jié),降低企業(yè)的經(jīng)營成本,電子商務(wù)逐漸的成為改變?nèi)藗兩a(chǎn)生活方式的重要推動(dòng)力。武夷山既是我國著名的風(fēng)景區(qū),也是一個(gè)有著悠久茶葉歷史的茶區(qū),茶產(chǎn)業(yè)已經(jīng)成為武夷山市統(tǒng)籌城鄉(xiāng)發(fā)展,促進(jìn)當(dāng)?shù)亟?jīng)濟(jì),為當(dāng)?shù)厝丝谠鍪盏囊粋�(gè)重要優(yōu)勢(shì)特色產(chǎn)業(yè)。武夷山到2016年為止,注冊(cè)的公司已超三千多家,武夷山大部分公司在線下傳統(tǒng)市場(chǎng)領(lǐng)域取得了斐然的成績(jī),擁有相對(duì)穩(wěn)定的線下客戶消費(fèi)群體。但隨著線上電子商務(wù)的逐漸躍起,以及在新市場(chǎng)經(jīng)濟(jì)環(huán)境下的日趨激烈的茶葉行業(yè)內(nèi)部的競(jìng)爭(zhēng)態(tài)勢(shì)加劇,武夷山茶企業(yè)線下傳統(tǒng)銷售與品牌的價(jià)值提升后勁乏力,急需進(jìn)行改變以求做到新的突破。本文對(duì)香江茶業(yè)有限公司發(fā)展線上電子商務(wù)營銷模式進(jìn)行研究,以期探尋出適合企業(yè)線上、線下配合共進(jìn)的營銷戰(zhàn)略。本研究通過對(duì)武夷山茶行業(yè)模式研究的基礎(chǔ)上,通過采用數(shù)據(jù)與實(shí)證分析,以武夷山當(dāng)?shù)氐牟杵髽I(yè)為例,針對(duì)武夷山當(dāng)?shù)刂扰琶皫椎牟杵髽I(yè)電子商務(wù)存在的問題,研究武夷山茶企業(yè)若要進(jìn)入電子商務(wù)領(lǐng)域并取得成功應(yīng)采取的商業(yè)模式及發(fā)展策略,旨在探尋出一個(gè)適合武夷山當(dāng)?shù)夭杵髽I(yè)電子商務(wù)發(fā)展的模式。1.武夷山茶企在資源與實(shí)質(zhì)基礎(chǔ)上有著絕大的優(yōu)勢(shì),但因?yàn)閭鹘y(tǒng)發(fā)展的思維影響,存在著規(guī)模小、產(chǎn)品結(jié)構(gòu)單一和思維保守等缺點(diǎn),開展電子商務(wù)領(lǐng)域的方式大部分也只是以簡(jiǎn)單的依托現(xiàn)有成熟的第三方平臺(tái)來運(yùn)營。2.武夷山茶葉的線上消費(fèi)以男性為主,高出30個(gè)百分點(diǎn),消費(fèi)武夷茶的人群年齡集中在16-35歲之間,這部分人群的月收入集中在2000-6000之間,主要購買的是價(jià)格在199元以下的武夷茶,并且在短時(shí)間內(nèi)重復(fù)購買的的比例較大。這部分消費(fèi)者以有中等文化以上的中青年為主,他們會(huì)綜合考慮茶葉產(chǎn)品的各個(gè)因素后進(jìn)行購買,但他們比較偏向于有品牌的武夷山茶企。而線下的消費(fèi)者則是以有一定經(jīng)濟(jì)能力的中壯年男性為主,他們主要關(guān)心的是茶葉的品質(zhì),對(duì)武夷山茶葉的收藏具有一定的肯定度。3.武夷山茶企未來趨勢(shì)是以“線上銷售+線下體驗(yàn)”為主線,以消費(fèi)者需求為導(dǎo)向,以高質(zhì)量的茶葉產(chǎn)品為基礎(chǔ),協(xié)同發(fā)展,達(dá)到線下帶動(dòng)線上、線上促進(jìn)線下的的穩(wěn)固局面,逐步擴(kuò)大企業(yè)的規(guī)模和影響力。4.針對(duì)武夷山的茶企在開展電子商務(wù)領(lǐng)域活動(dòng)的過程中所面臨的問題,從而提出了SWOT戰(zhàn)略矩陣和B2C和020模式的電子商務(wù)策略。5.為香江茶業(yè)公司提出B2C和020電子商務(wù)營銷模式和策略的構(gòu)建,為香江茶業(yè)公司以及武夷山當(dāng)?shù)氐牟枞~企業(yè)能根據(jù)自身的特點(diǎn)制定出合適企業(yè)現(xiàn)狀的營銷模式和策略�，F(xiàn)階段武夷山的茶企適合的主要營銷模式為根據(jù)武夷山當(dāng)?shù)噩F(xiàn)有的資源優(yōu)勢(shì),結(jié)合020的模式,著重考慮企業(yè)的品牌、產(chǎn)品、定價(jià)和促銷等因素,依托成熟的第三方平臺(tái)或自建B2C平臺(tái)來進(jìn)行營銷。
[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.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F426.82

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