日照绿茶网络营销研究论文

摘 要日照绿茶具有“江北第一茶的美称”，并且在各类绿茶中具有一定的代表性，同时它也是“南茶北引”的成功典范。它发源于山东省美丽的滨海城市日照市，不仅具有得天独厚的自然生长条件，也具有良好的地理优势为日照绿茶在当前阶段拓展国内市场，未来进军海外市场提供了便利的条件。同时日照绿茶在带动日照当地经济发展和农民脱贫致富，助力中国茶产业发展和传播中国茶艺中发挥着重要的作用。本文主要围绕“对日照绿茶的网络营销”这一主题进行一系列研究，对互联网销售的一系列概念和理论基础做出阐述，了解中国农产品现阶段的发展状况和特点，把中国农产品的发展趋势作为一个主要的大框架，从而对日照绿茶产业进行分析和研究。一是对日照绿茶主要概况进行大致的了解，对其在网络中的营销进行具体的考察研究；二是运用 SWOT 分析法中的 SW 分析未来发展中可以有所保留的优势和发现问题，反思不足；四是最重要一点，针对上述一系列问题，结合所学 4P 理论以及市场营销的相关知识从产品自身和市场方面为日照绿茶今后的发展提出一系列的方案和措施，使日照绿茶在未来的发展迈上新的台阶。关键词：日照绿茶，网络营销，市场营销，4P 理论本科论文AbstractRizhao green tea has the reputation of "the first tea in jiangbei" and is representative of all kinds of green tea. It originated from rizhao, a beautiful coastal city in shandong province. It not only has advantaged natural growth conditions, but also has good geographical advantages for rizhao green tea to expand the domestic market in the current stage and to enter the overseas market in the future to provide convenient conditions. At the same time, rizhao green tea plays an important role in promoting the local economic development of rizhao, lifting farmers out of poverty and making them rich, and promoting the development of China's tea industry and spreading Chinese tea art. This article mainly around "the network marketing of sunshine green tea" the subject of research, a series of concepts and theoretical basis of Internet sales, make to understand ...