本文關(guān)鍵詞：廣西YJ茶業(yè)公司網(wǎng)絡(luò)營(yíng)銷策略研究　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：當(dāng)前,互聯(lián)網(wǎng)時(shí)代快速發(fā)展,中國(guó)網(wǎng)民規(guī)模逐年增長(zhǎng)趨勢(shì)十分明顯。隨著互聯(lián)網(wǎng)的普及,越來(lái)越多的人傾向于網(wǎng)絡(luò)平臺(tái)購(gòu)物,且每年人數(shù)都在增加。據(jù)數(shù)據(jù)顯示,截止至2016年年底中國(guó)互聯(lián)網(wǎng)普及率為53.2%,中國(guó)網(wǎng)民規(guī)模達(dá)到7.31億,較2015年底提升了 2.9個(gè)百分點(diǎn)[1]。網(wǎng)購(gòu)規(guī)模的大幅度提高使得電子商務(wù)行業(yè)蓬勃發(fā)展,2016年電子商務(wù)交易規(guī)模達(dá)10.5萬(wàn)億元,B2B市場(chǎng)交易規(guī)模達(dá)7.9萬(wàn)億元,同比增長(zhǎng)37.6%;B2C網(wǎng)絡(luò)零售市場(chǎng)交易規(guī)模2.3萬(wàn)億同比增長(zhǎng)43.4%,其中天貓平臺(tái)以占領(lǐng)53.2%的市場(chǎng)份額排名第一[2]。網(wǎng)絡(luò)交易預(yù)計(jì)在未來(lái)5年發(fā)展趨勢(shì)更加迅猛,不同行業(yè)各大商家都在思考著如何把握住互聯(lián)網(wǎng)的發(fā)展機(jī)遇力求在電商領(lǐng)域占領(lǐng)一席之地。因此,為企業(yè)量身構(gòu)建一套順應(yīng)電子商務(wù)大環(huán)境發(fā)展的營(yíng)銷策略尤為重要。茶葉作為傳統(tǒng)產(chǎn)品,茶葉市場(chǎng)消費(fèi)正處于轉(zhuǎn)型期,網(wǎng)購(gòu)市場(chǎng)的飛速發(fā)展給中國(guó)龐大的茶產(chǎn)品帶來(lái)了機(jī)遇,消費(fèi)者對(duì)茶葉的關(guān)注度越來(lái)越高,隨之網(wǎng)購(gòu)茶葉也會(huì)越來(lái)越受到青睞。在茶葉市場(chǎng)里,大批茶企如藝福堂、八馬、大益、天福茗茶等通過(guò)以天貓為主的B2C網(wǎng)絡(luò)平臺(tái)營(yíng)銷獲得了很好的業(yè)績(jī),使得網(wǎng)絡(luò)營(yíng)銷更得人心。廣西YJ茶業(yè)公司是廣西一家專業(yè)的中高端品牌茶葉企業(yè),該公司在傳統(tǒng)商務(wù)領(lǐng)域中取得了卓越的成績(jī),但是在電子商務(wù)領(lǐng)域中競(jìng)爭(zhēng)力低下,面對(duì)當(dāng)前的市場(chǎng)環(huán)境,公司希望能夠通過(guò)分析廣西YJ茶業(yè)公司的網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀,為該公司開(kāi)拓出新的競(jìng)爭(zhēng)市場(chǎng)。本文通過(guò)收集整理大量的數(shù)據(jù)資料,以網(wǎng)絡(luò)營(yíng)銷4P理論為理論基礎(chǔ),針對(duì)廣西YJ茶業(yè)公司網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀,運(yùn)用SWOT分析法和案例研究法,比對(duì)分析廣西YJ茶業(yè)公司網(wǎng)絡(luò)營(yíng)銷優(yōu)勢(shì)劣勢(shì);同時(shí)采用STP分析法對(duì)廣西YJ茶業(yè)公司進(jìn)行新的公司市場(chǎng)定位,給出了具體優(yōu)化方案,分別優(yōu)化了產(chǎn)品、價(jià)格、渠道、促銷以及品牌5個(gè)營(yíng)銷策略;系統(tǒng)地提出了廣西YJ茶業(yè)公司推行網(wǎng)絡(luò)營(yíng)銷相關(guān)的策略規(guī)劃,從而為廣西YJ茶業(yè)公司網(wǎng)絡(luò)營(yíng)銷提供了參考,也希望為廣西茶業(yè)網(wǎng)絡(luò)銷售之路建立合適、有效的營(yíng)銷策略提供相關(guān)理論依據(jù)。同時(shí),論文研究營(yíng)銷策略對(duì)廣西YJ茶業(yè)公司未來(lái)新商業(yè)模式的探索提供了有效的支持,也為其他電子商務(wù)企業(yè)的發(fā)展提供些許借鑒。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F724.6;F274

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