K茶叶公司新媒体营销策略研究.pdfVIP

K茶叶公司新媒体营销策略研究 摘 要 中国是茶的故乡，茶文化源远流长，以茶代礼的风俗流行至今。由于人们对 保健茶、有机茶的需求越来越高，从培育生产到包装销售各个环节越来越重视， 茶叶市场的竞争也越来越激烈。随着计算机网络技术的迅猛发展，移动互联网技 术的日益成熟，入网门槛不断降低。越来越多的移动互联网用户，带来消费理念 和消费方式的重大转变。目前，茶叶企业对电子商务平台应用普及度较高，对其 它新媒体营销平台的结合度相对较低。在日益加剧的竞争环境中，企业可以在这 一领域中寻找新的发展契机。 K 茶叶公司是面向茶行业的一家零售企业。借助新媒体的营销平台，已初步 树立了企业品牌。本文首先对目前的茶叶行业现状作出综合的分析，通过行业的 市场调研，结合市场营销的相关理论，对新媒体的营销模式和营销平台做出解析。 K 再从 茶叶公司面临的行业宏观环境为切入点，应用波特五力模型对企业内部环 境进行分析。新媒体营销策略的制定，以4P 理论为基础，综合4I 理论和长尾理 论，为企业寻找发展突破口。 互联网的发展给“新媒体营销”催生技术变革。结合上述理论和K 茶叶公司 具体的运营特点，首先为企业制定相应的营销策略，随后提出建议企业开展的饥 饿营销，定制营销，IP 营销等新媒体营销模式，推荐适合企业推广的新媒体营销 K 平台，最后，提出对业务拓展的保障措施。对 茶叶公司及其他茶叶企业的新媒 体营销起到一定借鉴作用。 关键词：茶叶 新媒体 市场营销 营销策略 RESEARCH ONNEWMEDIAMARKETING STRATEGYOFKTEACOMPANY ABSTRACT Chinaisthehometown oftea.The culture ofteahasa longhistory and ispopular with the custom of tea.As peoples demand for health tea and organic tea is getting higher and higher, from the cultivation and production to the packaging and sales, more and more attention is paid to the competition in the tea market. With the rapid development of computer network technology in recent years, the mobile Internet technology has become increasingly mature, and the threshold for access to the Internet has been continuously reduced. This not only brings more and more mobile Internet users, but also brings about a major change in peoples consumption philosophy and consumptionpatterns.At present,tea companieshave ahigh degree of popularity in the application of e-commerce platforms, and the degree of integration with other new media marketing platforms is relatively low. In an increasingly competitive environment, companies can find new opportunities for development in thisarea. K Tea Company is a retail company for the tea industry. With the new media marketing platform, the companys