基于微信的地方特色产品营销体系研究以苏州碧螺春为例.pdfVIP

第2015 年第4 期 商 业 经 济 No.4 ，20 15 （总第464 期） SHANGYE JINGJI Total No.464 [文章编号] 1009-6043（2015 ）04-0078-02 基于微信的地方特色产品营销体系研究 ———以苏州碧螺春为例 1 1 1 2 张玉婷 ，许应楠 ，周 俊 ，刘 珍 1.苏州经贸职业技术学院， 江苏 苏州 215009 ； 2.湖北大学， 湖北 武汉 430062 ） [ 摘要] 近年来，随着智能手机的普及，微信已成为企业营销的新宠，但目前地方特色产品行业在营销过程中面临 着诸多问题。微信营销体系主要包含内容发布、营销渠道、团队建设、客户服务等。通过网络和实地调研两种渠道对20 14 上 半年碧螺春营销现状进行了深入调研。碧螺春在每年的7 月下旬，需求量比较大，消费人群集中在沿海地带，但绝大部分茶 农 了解淘宝电商平台，对此，搭建以碧螺春为主题的具有特色的微信公众号，拓展营销渠道，并请专业人员打理，以更好 地服务于客户。 [关键词] 苏州碧螺春；特色产品；微信营销；体系研究 [中图分类号] F279 .23 [文献标识码] A Local Specialty Marketing System Based on WeChat, Chinas Facebook: a Case Study of Biluochun Tea ZHANG Yuting, XU Yingnan, ZHOU Jun, LIU Zhen Abstract: With the popularization of smartphone in recent years, WeChat has become a favorable marketing platform; however, there are some problems for local specialty marketing in this platform . A WeChat marketing system includes new content posting, marketing chan- nels, team building, and customer services. A survey on marketing condition of Biluochun tea in the first half year of 20 14 is conducted by means of online and field research. The demand of the tea is large in the second half month of July every year and consumers are mainly from coastal areas. Most tea growers only know Taobao, an business platform. In this connection, growers need to broaden marketing chan- nels by building a public Wechat ID focusing on Biluochun tea with the help of professionals to maintain the op