公司網(wǎng)絡(luò)營(yíng)銷策略研究

摘要近年來，網(wǎng)絡(luò)營(yíng)銷在中國(guó)得到了快速的發(fā)展，網(wǎng)絡(luò)營(yíng)銷的應(yīng)用，使得很多傳統(tǒng)產(chǎn)業(yè)的經(jīng)營(yíng)業(yè)態(tài)與發(fā)展模式都出現(xiàn)了明顯的轉(zhuǎn)變。目前來看，茶葉以及茶具的銷售依然以傳統(tǒng)的坐商經(jīng)營(yíng)為主，然而在大數(shù)據(jù)背景下，茶企銷售如果不進(jìn)行革新，必然會(huì)被市場(chǎng)所淘汰。因此借助4P理論分析企業(yè)現(xiàn)狀，得出公司網(wǎng)絡(luò)銷售產(chǎn)品單一，網(wǎng)絡(luò)銷售價(jià)格差異，營(yíng)銷渠道維護(hù)不利，網(wǎng)絡(luò)品牌宣傳力度不足的問題，并針對(duì)公司現(xiàn)狀存在的問題進(jìn)行整理分析并在最后給出網(wǎng)絡(luò)營(yíng)銷的優(yōu)化對(duì)策以供參考?；诖?，本文以正窯藝塾公司的茶業(yè)為例，借助研究整合、現(xiàn)場(chǎng)觀察的研究方法，探討正窯藝塾公司所面臨的競(jìng)爭(zhēng)環(huán)境，并結(jié)合正窯藝塾公司營(yíng)銷的現(xiàn)狀，進(jìn)一步分析正窯藝塾網(wǎng)絡(luò)營(yíng)銷存在的問題與原因，針對(duì)線上產(chǎn)品品種單一，產(chǎn)品定價(jià)偏高以及網(wǎng)絡(luò)營(yíng)銷渠道不豐富和網(wǎng)絡(luò)品牌宣傳力度不足的問題，最后提出網(wǎng)絡(luò)營(yíng)銷策略優(yōu)化對(duì)策，希望對(duì)正窯藝塾公司的網(wǎng)絡(luò)營(yíng)銷實(shí)踐提供借鑒。關(guān)鍵詞：茶業(yè)；網(wǎng)絡(luò)營(yíng)銷；4P理論；正窯藝塾

ABSTRACTInrecentyears,networkmarketinghasdevelopedrapidlyinChina,andtheapplicationofnetworkmarketinghasmademanytraditionalindustrieshaveobviouschangesinbusinessformatsanddevelopmentmodels.Atpresent,thesalesofteaandteautensilsarestilldominatedbytraditionalbusinessoperations,butinthecontextofbigdata,ifthesalesofteacompaniesarenotinnovated,theywillinevitablybeeliminatedbythemarket.Therefore,withthehelpof4Ptheory,thecurrentsituationoftheenterpriseisanalyzed,andtheproblemsofsingleonlinesalesproducts,networksalespricedifference,unfavorablemaintenanceofmarketingchannels,andinsufficientnetworkbrandpublicityareobtained,andtheproblemsexistinginthecurrentsituationofthecompanyaresortedoutandanalyzed,andfinallytheoptimizationcountermeasuresofnetworkmarketingaregivenforreference.Basedonthis,thispapertakestheteaindustryofZhengyaoGejukuCompanyasanexample,discussesthecompetitiveenvironmentfacedbyZhengyaoGeishuCompanywiththehelpofresearchintegrationandon-siteobservationresearchmethods,andfurtheranalyzestheproblemsandcausesofZhengyaoGeishuonlinemarketingbasedonthecurrentsituationofZhengyaoGejukuCompany'smarketing,aimingattheproblemsofsingleonlineproductvariety,highproductpricing,poormaintenanceofmarketingchannelsandinsufficientonlinebrandpublicity,andfinallyputsforwardtheoptimizationcountermeasuresofonlinemarketingstrategy.ItishopedtoprovidereferencefortheonlinemarketingpracticeofShogyaoArtSchool.KeyWords:Teaindustry；Internetmarketing；4Ptheory；ZhengyaoYishuⅢ目錄TOC\o"1-2"\h\u第1章緒論 結(jié)論本文以正窯藝塾公司公司為例，通過4P理論對(duì)正窯藝塾公司展開了分析，發(fā)現(xiàn)了現(xiàn)階段存在的問題并制定了正窯藝塾公司的網(wǎng)絡(luò)營(yíng)銷策略，現(xiàn)總結(jié)如下：在互聯(lián)網(wǎng)技術(shù)背景下，網(wǎng)絡(luò)營(yíng)銷的方式要逐漸轉(zhuǎn)變，結(jié)合營(yíng)銷現(xiàn)狀，現(xiàn)階段正窯藝塾公司營(yíng)銷策略主要存在網(wǎng)絡(luò)銷售產(chǎn)品單一、產(chǎn)品定價(jià)偏高、網(wǎng)絡(luò)營(yíng)銷渠道不豐富、網(wǎng)絡(luò)品牌宣傳力度不足等問題，為解決以上問題提出了豐富產(chǎn)品種類、產(chǎn)品靈活定價(jià)、網(wǎng)絡(luò)渠道多樣化以及增加網(wǎng)絡(luò)品牌影響力的網(wǎng)絡(luò)營(yíng)銷優(yōu)化策略。

參考文獻(xiàn)[1]任小波.鞋類營(yíng)銷策略在食品營(yíng)銷中的應(yīng)用與啟示——評(píng)《食品市場(chǎng)營(yíng)銷》[J].食品科技,2021,46(05):44-45.[2]宗秋云.企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略的創(chuàng)新及策略研究[J].全國(guó)商情·理論研究,2020,000(008):3-4.[3]張姚麗.皮革專業(yè)市場(chǎng)營(yíng)銷策略及其實(shí)踐應(yīng)用[J].中國(guó)皮革,2021,50(09):40-43.[4]胡憶.化工產(chǎn)品的市場(chǎng)營(yíng)銷方式和策略——評(píng)《化工市場(chǎng)營(yíng)銷實(shí)務(wù)》[J].材料保護(hù),2020,53(10):50-50.[5]張賀,邵亮.企業(yè)市場(chǎng)營(yíng)銷管理及創(chuàng)新策略[J].商場(chǎng)現(xiàn)代化,2021,(09):34-36.[6]張雪俐.淺談企業(yè)市場(chǎng)營(yíng)銷管理及創(chuàng)新策略[J].商業(yè)2.0(經(jīng)濟(jì)管理),2021(13):30-31.[7]李凌.企業(yè)市場(chǎng)營(yíng)銷管理及創(chuàng)新策略[J].風(fēng)景名勝,2021,(33):70-73.[8]安蕊,朱英泮.企業(yè)市場(chǎng)營(yíng)銷管理及創(chuàng)新策略[J].中國(guó)市場(chǎng),2021,22(05):45-47.[9]傅利,王瑞山.知識(shí)產(chǎn)權(quán)視閾下我國(guó)茶葉品牌建設(shè)策略分析[J].河北公安警察職業(yè)學(xué)院,2022(03):50-52.[10]譚軍.茶葉原材料加工向茶葉品牌化轉(zhuǎn)型研究——以石門縣東山峰為例[J].品牌研究,2020(05):40-41.[11]諶玲.互聯(lián)網(wǎng)金融視域下茶葉企業(yè)市場(chǎng)競(jìng)爭(zhēng)力存在的問題研究[J].福建茶葉,2020,42(11):60-61.[12]張竟.貴州茶葉市場(chǎng)營(yíng)銷策略研究[J].福建茶葉,2020,42(10):35-36.[13]張焱,黎彩鳳,黎夢(mèng)秋.云南農(nóng)戶茶產(chǎn)業(yè)發(fā)展資金籌措方式的調(diào)查研究[J].科技和產(chǎn)業(yè),2020,20(08):50-53.[14]張穎.基于“一帶一路”帶動(dòng)下的茶產(chǎn)業(yè)對(duì)外貿(mào)易若干思考[J].福建茶葉,2021,43(06):60-61.[15]王亞輝.茶葉企業(yè)互聯(lián)網(wǎng)營(yíng)銷策略探析[J].福建茶葉,2020,42(11):70-71.[16]郭巖.“互聯(lián)網(wǎng)+”背景下茶葉企業(yè)新媒體營(yíng)銷策略研究[J].福建茶葉,2020,42(07):70-71.[17]LadweinR,RomeroA.Theroleoftrustintherelationshipbetweenconsumers,producersandretailersoforganicfood:Asectorbasedapproach[J].JournalofRetailingandConsumerServices,2021,60(08):508-512.[18]HoeninkJC,StuberJM,LakerveldJ,etal.Theeffectofon-shelfsugarlabelingonbeveragesalesinthesupermarket:acomparativeinterruptedtimeseriesanalysisofanaturalexperiment[J]..InternationalJournalofBehavioralNutritionandPhysicalActivity,2021,18(01):60-65.[19]AugustinJLPM,LiawSY.ExploringtheRelationshipbetweenPerceivedBigDataAdvantagesandOnlineConsumers'Behavior:AnExtendedHierarchyofEffectsModel[J].InternationalBusinessResearch,2020,13:44-46.[20]KhaliqiM,GurningHRH,NovandaRR,etal.CompetitivenessIndonesiateaininternationalmarket[J].IOPConferenceSeriesEarthandEnvironmentalScience,2020,454:39-41.[21]TpA,NiB,SmA,etal.RFID-integratedblockchain-drivencircularsupplychainmanagement:AsystemarchitectureforB2Bteaindustry[J].IndustrialMarketingManagement,2022,101:238-257.[22]StraussA,NGülpnar,ZhengY.DynamicPricingofFlexibleTimeSlotsforAttendedHomeDelivery[J].EuropeanJournalofOperationalRes