第六章：茶叶线上线下销售问题探究.docVIP

毕业论文 学 院 班 级 学 号 姓 名 　　 题 目 　茶叶线上线下销售融合问题探究 　 指导老师 （姓名及职称） [总评成绩： ] 二零一四年五月 茶叶线上线下销售融合问题探究 Research on Tea Sales with online to offline 内容摘要：茶叶是我国最古老的产品之一，曾经出口到现在的俄罗斯，中东，意大利等地区，茶文化亦是中国优秀传统文化一部分，并为我国广大地区人民所喜爱。而电子商务作为近十年来发展最快的行业，对各个行业都造成深刻影响，茶叶的销售也不例外。当茶叶传统销售因为价格高而损失顾客时，网上销售则凭借其实惠和便利做的风生水起。当网上销售因质量问题而影响消费者体验时，消费者不得不到熟悉的实体店细细品味一下然后再购买。消费者在这两种购买方式之间寻找最适合自己的消费方式。对品牌茶企而言，既有广泛的实体店铺，又有多种网络销售渠道，如何避免同品牌的实体店和网店互相竞争，很好地将线上线下融合在一起，化矛盾为统一，是品牌茶企将面临的重大问题，也是本文描述的重点。 关键词： 茶叶　 传统销售 网上销售 线上线下融合　 Abstract: Tea is one of the oldest products in our country, used to export to Russia, the Middle East, Italy and other regions. The tea culture is also part of Chinese excellent traditional culture, and attracts the majority of our people’s favorite. E-commerce, as one of the fastest growing industries in the recent ten years, has a profound impact to various industries, sales of tea which is no exception. When traditional tea lost customers because of high price, online sales, with its low price and convenience, are attractive to most people. When online sales affect consumer experience due to quality problems, consumers have to go to familiar store and choose to buy or not. Consumers find the most suitable way for their own consumption between online and offline. For brand tea companies, they not only have a wide range of entities shops to sell tea, but also use many network marketing channels. So how to avoid stores and online stores compete with each other and make them together well, is a major problem faced by brand tea enterprises and is also the focus of this article. Key word: Tea Traditional Sales Offline Sales Online to Offline sales 　 目　录 一、我国茶叶贸易及茶文化简介 ……………………………………………………………1 （一）茶叶历史 ……………………………………………………………………………1 （二）茶叶贸易 …………………