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AbstractTherearemanyfamoustraditionalteasinChina,andthegreenteaproducedinrizhaoisoneofthem.Becauseoftheuniqueclimate,soilandotherfactorsinrizhao,rizhaogreenteahasauniquetasteandhealthbenefits.Inrecentyears,withtheimprovementofthequalityoflife,thehealthbenefitsofgreenteahasgraduallygainedpublicattention.Rizhaogreenteaconsumptionmarketisnotstable,showingaslowingtrend,andevensomesalesarenotfree,facingthedilemmaofunsalable.BasedontheSTPmarketingtheoryandthe4Pmarketingtheory,thispapersummarizesandanalyzesthemarketingenvironmentandmarketingstrategyofrizhaogreenteanewmediabyusingthemethodsofquestionnaireandinductionfoundsomeproblemsofthenewmediamarketingstrategies.Forexample,theproductconnotationisnotfullydeveloped;Themarketpositioningisvague,theenterpriselacksthebrandconceptandthepropagandainformationfragmentationandsoon.Andtosolvetheseproblems,Itisproposedtodeeplyexploretheconnotationofrizhaogreenteaculture,soastocreatetheuniqueconnotationofrizhaogreenteateaculture.Packagingtheproducts,focusingoncreatingitsownbrand,expandingbrandinfluenceandpromotingnewmediamarketinginformationinasystematicandstandardizedway.Keywords:RizhaoGreentea,Newmediamarketing,Questionandcountermeasures目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc38889351"1.绪论.........................................................