决战棋牌

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                      2. 花茶市场销售现状与互联网营销模式探究

                        摘 要: 近年来,花茶市场需求兴起,销量也在逐年增加。本文在分析花茶市场销售的现状的基础上,归纳了花茶消费群体的类型,进行了花茶产品SWOT分析,并阐述了在互联网+时代下花茶营销的新思路,即打造社群营销模式、自媒体平台营销模式、C2B2C模式、传统电商平台营销
                        阅读技巧Ctrl+D 收藏本篇文章

                          摘 要:决战棋牌 近年来,花茶市场需求兴起,销量也在逐年增加。本文在分析花茶市场销售的现状的基础上,归纳了花茶消费群体的类型,进行了花茶产品SWOT分析,并阐述了在互联网+时代下花茶营销的新思路,即打造社群营销模式、自媒体平台营销模式、C2B2C模式、传统电商平台营销模式、线下营销模式等多种模式的协同营销。

                          关键词:决战棋牌 花茶; 营销; 多渠道; 新零售;

                          1、 前言

                          茶在我国发展历史悠久,制茶、饮茶、茶文化已传播至今已有几千年历史。茶有健身之功效,茶道又富欣赏和文化内涵。因此,国人有饮茶的传统习惯。据中国茶叶流通协会统计,2018年中国茶叶产量达261.6万吨,茶叶市场销量达191万吨。可见,茶已经成为社会生活中不可或缺的一部分。除此以外,人们越来越追求健康的消费理念,花茶就是茶产品的创新领域,作为追求时尚、养生、美的花茶产品,富有各种疗效,更加温和不刺激,减压养生,更适合做为工作生活日常饮品。

                          2 、花茶市场销售现状

                          WOGUOHUACHAZHUYAOCHANDIYUNNAN、JIANGZHE、LIANGGUANG、FUJIAN、SHANDONGDENGDI。HUACHAXINGYEDECONGHUACHADEZHONGZHI、CAIZHAIDENGKAISHI,DAOJIAGONGSHENGCHANHUACAOCHAHEHUAGUOCHA,ZUIZHONGTONGGUOSHANGCHAO、CHAXING、CANYINDIAN、WANGXIAOPINGTAIDENGQUDAODAODAXIAOFEIZHESHOUZHONG。YOUYUHUACHAZISHENJUYOUMEIRONG、YANGYANDENGGONGXIAO,JITIANRANHUANBAO,YOUJIAOCHUANTONGCHADAOJIANDAN、KOUWEIHAO、PINZHONGFENGFU,SUOYIZUISHOUZHUIQIUJIANKANGSHENGHUODENVXINGQUNTIXIAI。SUIZHEXIAOFEIZHERENZHIDEBUDUANTISHENG,JIASHANGHUACAOCHATONGGUODUIRENTINEIZAIDEDIAOLIERDADAODUIWAIBUDEDIAOYANG,HAIJUYOUJIANWEI、ZHUMIANYANGSHENG、JIANYA、XIAOCHUPILAODENGZHUDUOGONGXIAO,YINCI,BUJINSHINVXING,NANXINGYEHUIXUANZEYINYONGHUACHADIAOLISHENTI、GONGZUOJIANYAHUOZHEZENGSONGNVXING。TONGGUOWANGLUOWENJUANDIAOYANFENXI,GENJUHUACHAXUQIUTEZHENGKEJIANGHUACHASHICHANGHUAFENWEIYIXIASIDALEIXING。

                          (1)BAOJIANXINGXIAOFEISHICHANG。DUIYUZHUZHONGBAOJIANDEXIAOFEIZHELAISHUO,SHENTIJIANKANGSHIQISHOUYAOGUANZHUDEYINSU,YINCI,CHAYEDEBAOJIANGONGNENGGENGNENGDUITAMENXINGCHENGXIYINLI,DANSHIHENNANXINGCHENGJIAOGAODEKEHUZHONGCHENGDU。GENJUXIAOFEIZHESHOURUSHUIPINGDEGAODI,BAOJIANXINGXIAOFEIZHEFENWEIGAO、ZHONG、DISANGESHOURUDANGCIDEXIAOFEIZHEQUNTI,ZHEISANGEQUNTIDUICHANPINJIAGEDEMINGANDUBUTONG。YIBANLAIJIANG,SHOURUYUEDIDEXIAOFEIZHEQUNTI,DUICHANPINJIAGEDEMINGANDUYUEGAO,ERSHOURUGAODEXIAOFEIZHEQUNTIDUIJIAGEDEMINGANDUXIANGDUIJIAODI。

                        决战棋牌   (2)SHISHANGXINGXIAOFEIZHESHICHANG。GAILEIXINGDEXIAOFEIZHEQUNTIXIANGDUINIANQINGHUA,TAMENZHUIQIUSHISHANG,XIHUANSHUNYINGCHAOLIU,ZHIYAOCHANPINSHISHANG、QIANYAN、KOUGANHAO、PINZHIHAO,DUIZHEIGELEIXINGDEXIAOFEIZHELAISHUO,GOUMAILIBUSHIWENTI。GEZHONGJIANKANG、SHISHANGDEXIAOFEIPIN,RUGEZHONGGONGNENGXINGBAOJIANCHA、BAOJIANSHIPIN,BAOJIANYINLIAODENGDOUSHITAMENZHENGXIANGGOUMAIDECHANPIN。ZHEIGEQUNTIYIBANSHOURUSHUIPINGJIAOGAO,ZHUIQIUSHISHANGGEXING,ZHUYAOSHISHISHANGGEXINGDEBAILING。

                        决战棋牌   (3)LIPINXINGXIAOFEIZHESHICHANG。GAILEIXINGDEXIAOFEIZHEQUNTIFEICHANGGUANZHUCHANPINDEZHILIANGYUJIAGE,DUICHANPINWAIBAOZHUANGDEGANGUANBIJIAOMINGAN,ERQIEZHUZHONGCHANPINDEPINPAIZHIMINGDUYIJIZAISHICHANGSHANGDEYINGXIANG,YINCIZAIZHENDUIZHEIYILEIXINGDEXIAOFEIZHEDESHIHOU,YIDINGYAOTEBIEZHUYIZHEIXIEFANGMIANDEYINSU,TAMENYIBANZAIZHUANJUHUOZHESHIDAXINGSHANGCHAOJINXINGGOUMAI,ZHUYAOYONGLAILIPINKUIZENG,ZHEIGEXIAOFEIZHEQUNTIDADUOWEISHANGWURENSHIHEXINGYECHENGGONGZHE。

                          (4)团体消费市场。这一类消费市场虽然单品利润低,但销售数量大,消费者更注重产品的物美价廉和便于存储使用,而对于企业来说,一方面可以获得销售利润,另一方面可以扩大品牌知名度,取得双赢效果,但值得注意的是,团体消费者的档次会反作用于品牌的档次,因此在面对团体消费者时,企业应注意把控甄选策略。

                        花茶市场销售现状与互联网营销模式探究

                          3 、花茶产品SWOT分析

                          (1)YOUSHI:HUACHASHUYUDAZIRANDEKUIZENG、TIANRANHUANBAO;HUACHAPINLEIFENGFU,YOUZHUDUOYOUZHUYUSHENTIJIANKANGDEGONGXIAO;HUACHAXIANGDUIYUCHUANTONGCHAYINPAOZHIXIANGDUIJIANDAN,JIAGEYEBUGAO。

                          (2)LIESHI:XIANGDUIYUQITAKUAIXIAOLEICHAYINPINERYAN,HUACHAXUYAOSHAOSHUIPAOCHARANGRENGANJUEBUGOUBIANJIE;SHOUZIRANHUANJINGYINGXIANG,DAOZHICHANPINPINZHIGUIFANGUANLIYOUYIDINGNANDU;CHANPINZAICUNCHUGUOCHENGZHONG,RONGYICHUXIANCHAOSHI、CHONGZHUDENGYOUYUCUNCHUBUDANGERZAOCHENGDEZHILIANGWENTI;TONGSHI,HUACHAXUYAOPAOZHI,SUIRANJIAOWEIJIANDAN,DANYECUNZAIZHESHUILIANG、REDU、HUACHAPEIBI、SHIJIANDENGKENENGYINPAOZHIBUDANGERYINGXIANGYINPINKOUGANHUOCHANPINGONGXIAODELIESHI;LINGWAI,QUEFAYIDINGHUACHACHANPINZHISHIDEXIAOFEIZHEYICHUXIANJIANDANDEGENJUHUACHADANPINDEGONGXIAOZIXINGDAPEIDUOZHONGHUACHA,YOUYUDAPEIBUDANGERYINGXIANGSHENTIJIANKANGDENGWENTI。

                          (3)机会:国家政策对传统文化的重视,是茶文化发展的重要契机;2018年颁布的《电子商务决战棋牌法》明确提出对低价倾销、假冒的茶产品进行整治,对欺骗消费者的行为进行规范,有利于茶类市场良性营销;北方天气干燥,南方天气炎热,而花茶清热解毒、养颜、养胃等温和的特性适合广泛的人群饮用;社会人均收入水平的提高,消费者消费能力有所提升;随着经济、科技的不断发展,人们的消费观念、消费方式也有了很大的转变,更多的消费者追求健康养生的品质生活;基于互联网+的线上线下多渠道发展模式打开了花茶售卖的渠道通路。

                          (4)WEIXIE:HUACHADEPINZHONGDUO,KETIDAIPINDUO,JINGZHENGLIDA;XIAOFEIZHEDUIHUACHADERENZHIRENGRANBUZU。HUACHAJINJINIANCAIKAISHIPUJI,RENGRANYOUHENDUOXIAOFEIZHEHAIBUQINGCHUHUACAOCHA,SUOYIXUYAOBUDUANPEIYANGSHICHANG,RANGXIAOFEIZHEXINGCHENGGAINIANNIANRENTONG;HUACAOCHASHITIANRANCHANPIN,ZHILIANGBIAOZHUNBURONGYITONGYI,SHICHANGSHANGCUNZAIDEHUACHAZHILIANGCANCHABUQI,CHANPINQUEFAGUIFANHUAGUANLI。

                          4、 花茶市场营销模式分析

                        决战棋牌   SUIZHEHULIANWANGDEFAZHAN,DUOZHONGXIAOSHOUMOSHIBUDUANYONGXIAN,HUACHADEXIAOSHOUQUDAOYEYUELAIYUEDUOYANGHUA,YUNYONGHULIANWANG+XIANSHANGXIANXIAXIETONGYINGXIAODEQUDAOMOSHIJIANGGENGYOUYOUSHI,XIAMIANZHEZHONGFENXIJIZHONGYINGXIAOMOSHI。

                          (1)SHEQUNYINGXIAOMOSHI。CHUANGJIANSHEQUNDEYINGXIAOMOSHI,LIRUWEIXINSHEQUN,MUDESHIBAOLIUKEHU,TIGAOKEHUZHANXING,PEIYANGZHONGCHENGDU。JIYUYIDONGHULIANWANGDERENJIGUANXI,DAZAOQUANCENG,JINGZHUN、JIYUQINGGANGUANHUAIDEGEXINGHUADINGZHIFUWU,JIANLIKOUBEI,ZENGJIAYONGHUZHANXING,CONGERJIFAYONGHUQIANZAIDEHEXIANXINGDEGOUMAIXUQIU。LIRU,KEYIBUDINGQIDEFAFANGYOUHUIJUAN;KEYIYINRUDUSHUHUODONG,MEITIANFAYIDUANTINGSHUYINPIN,FADAOSHEQUN;YEKEYIDINGQIZHIBOYIXIEGUANYUHUACHAJIDI、CAIZHAI、SHENGCHAN、BAOZHUANG、PAOZHIFANGFADENGFANGMIANDEZHUTI,RANGGUKELEJIECHANPIN,CHANSHENGQINGGANYITUO。KEHURUYOUXUYAO,JINXINGJISHITUIJIANHENAIXINDEJIANGJIE。SHEQUNYINGXIAOTIGONGLEXIAOFEIZHEJIAOLIUDEPINGTAI,GAIBIANLEQIYEHEXIAOFEIZHEZHIJIANDANXIANGDESHOUMAIGUANXI;LAJINLEXIAOFEIZHEHESHANGJIADEJULI,RANGHUDONGHEJIAOYIDECHENGBENDAFUJIANGDI,RANGYOUZHISHANGPINDEYIJIADEYISHIXIAN;NENGGOUGENJUXIAOFEIZHEDEXIHAOHETEXING,YIJIJULI,XINGCHENGYIDINGDEQUNTI,HUDONGHEJIAOYIBIANDEJIANDAN。

                        决战棋牌   (2)ZIMEITIPINGTAIYINGXIAOMOSHI。ZIMEITIPINGTAIYINGXIAOMOSHIZHUYAOSHITONGGUODANGQIANGEDAZHULIUZIMEITIPINGTAIJINXINGYINLIU,LIRUWEIXINGONGZHONGHAO、XIAOHONGSHU、WEIBO、JINRITOUTIAODENG。ZHEIXIEZIMEITIPINGTAIFABUYIXIEYIYANGSHENG、MEISHIDENGHUATIWEIZHUDEWENZHANG,XINGCHENGFENSILILIANG,JINGZHUNZHIMIANMUBIAOQUNTI,SHISHIZHIRUHUACHASHOUMAIXINXI。SUICHUKEJIANDESHANGPINXINXIDIANKAIJIUNENGZHIJIEGOUMAI,JIDADITIGAORENMENSUISHIGOUWUDEYUWANG。

                        决战棋牌   (3)C2B2CMOSHI。C2B2CMOSHIJIJIYUHULIANWANGDEXIAOFEIZHE-QIYE-XIAOFEIZHEDEGEXINGHUADINGZHIMOSHI。YOUKEHUDUICHANPINTICHUGEXINGHUADEXUQIU,SHANGJIAYIZHAOXUQIUZHIDINGGEXINGHUADECHANPIN,ZAIJIAOFUJIYONGHU。MUQIANDEGEXINGHUADINGZHIRENGRANJIAOWEIXIAOZHONG,BAOKUOZHAOPIANSHUZHIZUOFUWU、CHANPINKEZI、BAOZHUANGSHANGDEDINGZHIDENGWEIXIAOFEIZHETIGAOCHANPINDUOYANGXINGDEXUANZE,ERNENGGOUSHIYONGHUGANSHOUDAOSHIYONGDECHANPINDEDUTEXING,MANZUXIAOFEIQUNTIDEGEXINGHUAXUQIU。WEILAI,GEXINGHUADINGZHIMOSHIJIANGHUIZHUJIANPUJIHEFAZHAN。

                          YIBANERYAN,GEXINGHUADEDINGZHIXUYAOZAICHANPINDEGONGNENG、WAIGUAN、BAOZHUANGDENGFANGMIANSHIXIAN。HUACHAYOUYUPINLEIZHONGDUO,RUGEZHONGZHIWUDEGEN、JING、YE、HUA、GUOSHIDENGJINGGUOYIDINGDEJIAGONGGONGYIDOUKEYICHENGWEIHUACAO、HUAGUO,GEZIGONGXIAOBUTONG,BUTONGDEPINLEIDAPEIHUOBILIDEDAPEI,YEHUIYINGXIANGCHANPINDEKOUWEIHEGONGXIAO,YINCI,TEBIESHIHECIZHONGMOSHI。HUACHAC2B2CMOSHIXIAOSHOUYOUYIXIAYOUSHI:WEIXIAOFEIZHETIGONGGEXINGHUADINGZHIFUWU,YOUXIAOFEIZHELADONGXUQIUERBUSHISHANGJIATUIDONGXUQIU,ZENGJIAXIAOFEIZHEDEZHUDONGXIAOFEIYISHIHEHUAYUQUAN;C2B2CDAPOLEDAXINGDIANSHANGPINGTAIDEBAOLI,CHANPINJIAGEDEZUCHENGJIEGOUGENGWEIHELI,NENGGOUGENJUXIAOFEIZHEJIESHOUDEDEJIAGEERPEIBICHANPIN;TONGSHI,ZHEIZHONGMOSHIHAIYOULIYUTISHENGPINPAIXINGXIANG,XINGCHENGQIYEDEJINGZHENGYOUSHI。

                        决战棋牌   (4)CHUANTONGDIANSHANGPINGTAIXIAOSHOUMOSHI。CHUANTONGDIANSHANGPINGTAISHIHUACHAXIAOSHOUDEJUDALIULIANGDUANKOU,GEDAB2CPINGTAI、C2CPINGTAIJUNKEYIJINXINGHUACHACHANPINDEXIAOSHOU。DANSHIMUQIANHUACHACHANPINPINZHIBUYI,WEIXINGCHENGYIDINGKOUBEIHUOPINPAIDEHUACHACHANPINZAIDIANSHANGPINGTAIXIAOSHOUJINGZHENGYALIHENDA,DUANQINEINANYIHUOQUJIAOGAODEXIAOLIANG。YINCIYINGGAIPEIHESHEQUNYINGXIAO、ZIMEITIPINGTAIYINGXIAODENGDUOZHONGQUDAOXIETONGYINGXIAO。TONGSHI,CANJIADIANSHANGPINGTAIDEGEZHONGHUODONGTIGAOLIULIANG。RUCHANPINSHANGXIN、TAOBAOZHITONGCHE、TAOBAOLIANMENGDENGYINGXIAOGONGJUDESHIYONG、HOUTAISHUJUFENXIYUYOUHUADENG,TIGAODIANPUDEZHANXIANHEBAOBEIDEPAIMING,TISHENGDIANPUDELIULANLIANGHEZHUANHUALV。TONGGUOCHUANGJIANCHUANGYIDECUXIAOHUODONG,WAJUEQIANZAIGUKE,TIGAOKEDANJIAHEDIANPUDEZHIMINGDU。

                        决战棋牌   (5)XIANXIAYINGXIAOMOSHI。ZAIHULIANWANGSHIDAI,XIANSHANGYINGXIAOGURANSHIFOUZHONGYAO,CHUANTONGDEXIANXIAQUDAOYEBURONGHUSHI。ZHENDUIHUACHAMUBIAOQUNTIZHUYAOTEZHENG,XIANXIAYINGXIAOKEYITONGGUOJIANLIJIAMENGLIANSUODIAN、YUCHAOSHI、NAICHADIAN、MEIRONGYUANSHITIDIANHEZUODENGXINGSHISHIXIANXIANXIAYINGXIAO。

                          5 、结束语

                        决战棋牌   ZAIHULIANWANG+SHIDAI,JIEHEHUACHAXIAOFEIQUNTITEZHENG,HUACHAYINGXIAOMOSHIYINGBUDUANCHUANGXIN,SHEQUNYINGXIAOMOSHI、ZIMEITIPINGTAIYINGXIAOMOSHI、C2B2CMOSHI、CHUANTONGDIANSHANGPINGTAIYINGXIAOMOSHI、XIANXIAYINGXIAOMOSHIDENGDOUSHIBIJIAOSHIHEDEYINGXIAOMOSHI,ZAISHISHIGUOCHENGZHONG,HAIYINGZHUYIMOSHIDEXUANZEYIJIDUOZHONGMOSHIDEXIETONGGUANLIDENGWENTI,BINGZHUYIYUNYONG4PsDEZHENGTIYINGXIAOCELVE,YIQUANMIANTISHENGHUACHASHICHANGDEKOUBEIYUXIAOLIANG。

                          参考文献

                          [1]林炳坤,吕庆华,杨敏.多渠道零售商线上线下协同营销研究综述与展望[J].重庆邮电大学学报(社会科学版),2017,29(4):94-103
                          [2]鲍杰,毛应爽,于萍.网络零售渠道模式及其选择研究[J].长春工程学院学报(社会科学版),2018,19(2):30-32
                          [3]张梦凡,方文辉.基于互联网+的线上线下协同零售模式研究[J].现代商业,2018,5:19-20
                          [4]常明哲.全渠道营销模式下高端农产品营销策略[J].沈阳师范大学学报(社会科学版),2019,4:90-94
                        决战棋牌   [5]刘珺,杨江帆.基于SWOT分析的福州茉莉花茶营销策略[J].重庆科技学院学报(社会科学版),2014,4:82-84

                          徐明光,牛明,赵小雨,周小禹.互联网+视域下花茶市场营销模式研究[J].中外企业家,2020(05):85-86. 转载请注明来源。原文地址:http://gxkelong.com/html/market/20200222/8251450.html   

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