基于4P理论的茶叶网络营销问题与对策研究——以商南茶叶品牌为例  

Research on Online Marketing Problems and Countermeasures of Teas Based on the 4P Theory——Taking the Shangnan Tea as an Example

作　　者：徐瀚之 刘子琪 陈宇轩 XU Hanzhi;LIU Ziqi;CHEN Yuxuan(School of Economics and Management,Chang’an University Xi’an,Shaanxi 710064)

机构地区：[1]长安大学经济与管理学院,陕西西安710064

出　　处：《中国商论》2023年第2期71-73,共3页China Journal of Commerce

基　　金：大学生创新创业训练计划项目基于“数字乡村建设”对商南茶叶销售发展模式的研究(课题成员:徐瀚之,回泽,吕超,刘子琪,陈宇轩,徐和平)(S202110710031);中央高校项目佳县县域电子商务扶贫开发与发展规划(300102238301);陕西省软科学项目大数据时代陕西制造业供应链协同整合研究(2018KRM053)。

摘　　要：随着网络经济时代的到来,依托全球网络技术发展与信息网络社会变革的新技术和新手段,传统茶叶产业正结合自身营销实际,大规模进入网络营销领域。依靠传统的营销策略已经无法满足茶叶品牌的发展需求,优化和完善网络营销策略已成为未来的必然趋势。本文以商南茶叶品牌为例,通过分析互联网环境下商南茶叶品牌的营销现状,提出其存在的问题及针对性策略,仅供参考。With the advent of the era of the network economy,relying on the development of global network technology and new technologies and new means of social changes in the information networks,the traditional tea industry is combining its marketing status and entering the field of online marketing on a large scale.Relying on traditional marketing strategies has been unable to meet the development needs of tea brands,and optimizing and improving online marketing strategies has become an inevitable trend in the future.In this paper,taking Shangnan tea as an example,we analyze the marketing status of Shangnan tea in the Internet environment and put forward problems and targeted strategies for reference.

关 键 词：4P理论 产品营销 价格营销 促销营销 渠道营销 

分 类 号：F713.3[经济管理—产业经济]