浅析日照绿茶新媒体营销策略.docx

本科论文本科论文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AbstractTherearemanyfamoustraditionalteasinChinaandthegreenteaproducedinrizhaoisoneofthem.Becauseoftheuniqueclimatesoilandotherfactorsinrizhaorizhaogreenteahasauniquetasteandhealthbenefits.Inrecentyearswiththeimprovementofthequalityoflifethehealthbenefitsofgreenteahasgraduallygainedpublicattention.Rizhaogreenteaconsumptionmarketisnotstableshowingaslowingtrendandevensomesalesarenotfreefacingthedilemmaofunsalable.BasedontheSTPmarketingtheoryandthe4Pmarketingtheorythispapersummarizesandanalyzesthemarketingenvironmentandmarketingstrategyofrizhaogreenteanewmediabyusingthemethodsofquestionnaireandinductionfoundsomeproblemsofthenewmediamarketingstrategies.Forexampletheproductconnotationisnotfullydeveloped;Themarketpositioningisvaguetheenterpriselacksthebrandconceptandthepropagandainformationfragmentationandsoon.AndtosolvetheseproblemsItisproposedtodeeplyexploretheconnotationofrizhaogreenteaculturesoastocreatetheuniqueconnotationofrizhaogreenteateaculture.Packagingtheproductsfocusingoncreatingitsownbrandexpandingbrandinfluenceandpromotingnewmediamarketinginformationinasystematicandstandardizedway.Keywords:RizhaoGreenteaNewmediamarketingQuestionandcountermeasures目录1.绪论..........................................................................11.1研究背景及意义11.2研究内容与方法11.3营销理论及新媒体营销的相关概念22.日照绿茶新媒体营销环境分析42.1微观新媒体营销环境分析42.1.1自然环境42.1.