本科论文浅析日照绿茶新媒体营销策略摘 要中国有许多的传统名茶，而产于日照的绿茶就是其中之一，由于日照独特的气候、土壤等因素，造就了日照绿茶与众不同的口感与保健作用。近些年来，随着生活质量的提高，绿茶的保健功效逐渐得到大众的关注。日照绿茶的消费市场尚不稳定，呈现出放缓的趋势，甚至有的销路不畅，面临着滞销的困境。本文根据 STP 营销理论以及4P 营销理论，并通过运用调查问卷法、归纳法等方法对日照绿茶新媒体营销环境以及营销策略进行了归纳和分析，发现了消费升级背景下日照绿茶新媒体营销策略存在的一些问题，例如产品内涵未充分开发挖掘；市场定位模糊、商家缺乏品牌观念以及宣传信息碎片化等。并针对这些问题，对日照绿茶新媒体营销策略进行研究，提出深度发掘日照绿茶文化内涵，打造日照绿茶独树一帜的茶文化内涵；对产品进行包装，聚力打造日照绿茶自己的品牌，扩大品牌影响力以及系统化、规范化推出新媒体营销信息等优化的对策。关键词 ：日照绿茶，新媒体营销，问题及对策Abstract There are many famous traditional teas in China, and the green tea produced in rizhao is one of them. Because of the unique climate, soil and other factors in rizhao, rizhao green tea has a unique taste and health benefits. In recent years, with the improvement of the quality of life, the health benefits of green tea has gradually gained public attention.Rizhao green tea consumption market is not stable, showing a slowing trend, and even some sales are not free, facing the dilemma of unsalable.Based on the STP marketing theory and the 4P marketing theory, this paper summarizes and analyzes the marketing environment and marketing strategy of rizhao green tea new media by using the methods of questionnaire and induction found some problems of the new media marketing strategies. For example, the product connotation is not fully developed; The market positioning is vague, the enterprise lacks the brand concept and the propaganda information fragmentation and so on.And to solve...
