本文選題：茶葉 + 電子商務(wù)��； 參考：《華僑大學(xué)》2017年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的發(fā)展,茶葉作為一種傳統(tǒng)的健康飲品,消費(fèi)市場(chǎng)正在迅速的增長(zhǎng)。目前我國(guó)的茶葉產(chǎn)品還是以傳統(tǒng)的線下實(shí)體店鋪銷售為主,但經(jīng)過(guò)多年的發(fā)展,現(xiàn)在線下市場(chǎng)已經(jīng)面臨增長(zhǎng)瓶頸。相較于當(dāng)下電子商務(wù)如火如荼的迅猛發(fā)展,茶葉在電子商務(wù)領(lǐng)域表現(xiàn)的不溫不火,如何通過(guò)電子商務(wù)營(yíng)銷促進(jìn)企業(yè)發(fā)展已成為現(xiàn)代茶企不得不考慮的核心問(wèn)題之一。FS鐵觀音企業(yè)是一家專注于經(jīng)營(yíng)中高端茶葉產(chǎn)品的茶企,面對(duì)愈加激烈的線下競(jìng)爭(zhēng),企業(yè)欲通過(guò)電子商務(wù)營(yíng)銷尋求新的發(fā)展契機(jī)。在此背景下,本文基于電子商務(wù)的相關(guān)理論與當(dāng)下中國(guó)電子商務(wù)發(fā)展的現(xiàn)狀,結(jié)合FS鐵觀音企業(yè)實(shí)際情況進(jìn)行分析,就企業(yè)如何開展電子商務(wù)營(yíng)銷開展研究。本文首先對(duì)電子商務(wù)營(yíng)銷等相關(guān)理論做了整理回顧,為接下來(lái)的分析研究提供堅(jiān)實(shí)的基礎(chǔ)。其次,從FS鐵觀音企業(yè)自身角度出發(fā),分析了該企業(yè)的政策和法律環(huán)境,經(jīng)濟(jì)和技術(shù)環(huán)境,以及競(jìng)爭(zhēng)對(duì)手的情況,本文認(rèn)為發(fā)展電子商務(wù)是FS鐵觀音企業(yè)的必然需求;通過(guò)對(duì)企業(yè)本身經(jīng)營(yíng)與營(yíng)銷現(xiàn)狀的分析,指出營(yíng)銷過(guò)程中存在的問(wèn)題;利用SWOT分析,研究制定了企業(yè)的戰(zhàn)略,并制作了相應(yīng)的SWOT矩陣,提出FS鐵觀音企業(yè)開展電子商務(wù)營(yíng)銷模式。最后,基于企業(yè)實(shí)際情況與上述分析,本文提出了FS鐵觀音企業(yè)開展電子商務(wù)營(yíng)銷的在客戶定位、產(chǎn)品、價(jià)格、促銷、渠道和文化營(yíng)銷等方面的策略,并結(jié)合實(shí)際提出“重創(chuàng)新”“立標(biāo)準(zhǔn)”“建制度”“結(jié)聯(lián)盟”等四點(diǎn)策略實(shí)施和保障措施。
[Abstract]:With the development of Chinese economy, tea as a traditional healthy drink, the consumption market is growing rapidly. At present, the tea products in our country are mainly sold in the traditional offline physical stores, but after years of development, the offline market is now facing the bottleneck of growth. Compared with the rapid development of electronic commerce, tea shows no interest in the field of electronic commerce. How to promote the development of enterprises through e-commerce marketing has become one of the core problems that modern tea enterprises have to consider. FS-Tieguanyin enterprise is a tea enterprise focusing on the management of middle and high-end tea products, facing increasingly fierce offline competition. Enterprises want to seek new development opportunities through e-commerce marketing. In this context, based on the relevant theory of e-commerce and the current situation of e-commerce development in China, combined with the actual situation of FS Tieguanyin enterprise, this paper studies how to carry out e-commerce marketing. In this paper, the related theories of e-commerce marketing are reviewed, which provides a solid foundation for the following analysis. Secondly, from the point of view of FS Tieguanyin enterprise itself, this paper analyzes the policy and legal environment, economic and technological environment, as well as the situation of competitors. This paper holds that the development of electronic commerce is the inevitable demand of FS Tieguanyin enterprise; Through the analysis of the present situation of the enterprise's own management and marketing, the problems in the marketing process are pointed out, and the strategy of the enterprise is studied by using the SWOT analysis, and the corresponding SWOT matrix is made. Put forward FS Tieguanyin enterprise to carry out e-commerce marketing model. Finally, based on the actual situation of the enterprise and the above analysis, this paper puts forward the strategies of the FS Tieguanyin enterprise in the aspects of customer orientation, product, price, promotion, channel and cultural marketing, etc. Combined with practice, this paper puts forward four strategies, such as "emphasizing innovation", "establishing standard", "building system", "forming alliance" and so on.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F274;F724.6

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