山东日照绿茶企业电子商务应用研究,宋昌松论文..docVIP

摘 要 随着国内电子商务的迅猛发展，作为世界茶叶生产、加工、销售大国的中国来说，传统茶叶的网上销售也日益盛行。一些传统茶叶大企业借助其基地、资金、品牌等的优势陆续增加了本企业茶叶产品的网络销售业务，对于中国茶叶行业整体上网，拓宽茶叶销售渠道方面起到了极大地示范和推动作用。同时，中小型茶业企业、茶叶经销商，也开始利用各种平台直接面向中国庞大的网络消费群体，并取得了可喜的成绩。在茶叶市场竞争日益激烈的条件下，山东日照绿茶作为一个新兴的绿茶品牌，也必须开始借助电子商务来进一步抢占市场份额。 本文主要研究山东日照绿茶企业电子商务的应用。首先阐述了我国现代茶业的发展状况，由此具体分析了山东日照茶业近年来的发展。其次，本文从国内茶业行业的市场特征、日照绿茶电子商务应用现状、发展电子商务的机会三个方面进行了具体分析，并总结了山东日照绿茶在电子商务应用上存在的不足和弊端。最后，根据前文的大量分析，针对山东日照绿茶的特殊发展条件以及存在的问题，提出了解决问题的相关对策。 关键词：电子商务 日照绿茶 发展 应用 Study on the E-commerce Application in Green Tea enterprise in Rizhao City in Shandong Province Abstract：Follow the rapid development of electronic commerce in China，as the most remarkable country in the world for the tea sale，production and marketing，the online sales of traditional tea is increasingly popular. With the advantages of the base of large enterprises, capital, brands and so on，Some traditional enterprise gradually increase the online sales of the tea products, which played a significant promotion role on the whole enterprise online and expand the sale channels, Meanwhile, small and medium enterprises and tea dealer also started to use a variety of platforms to directly face consumer groups, and have achieved encouraging results. In the tea market increasingly competitive conditions, green tea in Rizhao city in Shandong province, as a new brand, must start with e-commerce to seize more market share. This article mainly studies the e-commerce application in green tea enterprise in Rizhao city in Shandong province. Firstly, it expounded the development of the modern tea industry in China, thus, detailed analysis the development of the tea industry in Rizhao city in Shandong province of in recent years. Secondly, the paper make a detailed analysis from three aspects that the market characteristics of domestic tea, the status on the e-commerce application in green tea in Rizhao city, the development of e-commerce opportunities，and summarize the shortcomings and disadvantages of t