基于4P理论的天福茗茶网络营销策略研究.docx

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摘要

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基于4P理论的天福茗茶网络营销策略研究

摘要

近年来，随着互联网的普及和电子商务的发展，网络营销作为一种新兴的营销方式，逐渐成为茶企拓展市场的重要手段。通过精心策划的网络营销活动，可以实现与消费者的有效互动，提升品牌知名度和美誉度。天福茗茶作为茶企的领军企业之一，凭借其优质的产品、深厚的文化底蕴和广泛的销售网络，赢得了消费者的信赖和市场的认可。但其在开展网络营销的过程当中，依然存在着诸多问题。本文以天福茗茶为研究对象，采用了文献综述法，基于4P营销理论，从阐述天福茗茶的现状入手，发现其在网络营销策略方面存在产品研发不足，质量参差不齐；产品定价不合理，成本高居不下；线上渠道建设尚不完善，线上线下渠道融合度不够；缺乏针对性的促销策略和长期促销规划。并对此提出加大产品研发，建设完善的质量管理体系；精准定位目标市场，推动成本控制建设；积极拓展线上渠道，加强线上线下渠道协同；制定个性化的促销策略和长期的促销规划的建议，希望对天福茗茶网络营销策略的优化提供参考意见，同时为天福茗茶更好地了解用户需求和市场环境、优化用户的体验、提升行业的品牌形象和市场竞争力、制定更加精准和有效的网络营销策略提供借鉴。

关键词：天福茗茶；网络营销；4P营销理论

ResearchonNetworkMarketingStrategyofTianfuTeaBasedon4PTheory

Abstract

Inrecentyears,withthepopularizationoftheinternetandthedevelopmentofe-commerce,networkmarketing,asanewmarketingmethod,hasgraduallybecomeanimportantmeansforteaenterprisestoexpandthemarket.Throughcarefullyplannednetworkmarketingactivities,canachieveeffectiveinteractionwithconsumers,enhancebrandawarenessandreputation.AsoneoftheleadingTenFuGroupofTeaEnterprises,withitshigh-qualityproducts,profoundculturalheritageandextensivesalesnetwork,ithaswonthetrustofconsumersandrecognitionofthemarket.However,therearestillmanyproblemsintheprocessofnetworkmarketing.Basedonthetheoryof4Pmarketing,thispaperfocusesonTianfuteaandfindsthatthereisalackofproductresearchanddevelopmentinthefieldofonlinemarketingstrategy,whichisbasedonthecurrentsituationofTianfuTeaTenFuGroup,qualityisuneven;productpricingisunreasonable,thecostishigh;onlinechannelconstructionisnotperfect,onlineandofflinechannelintegrationisnotenough;lackoftargetedpromotionstrategyandlong-termpromotionplanning.ItalsoproposestoincreaseproductRD,buildasoundqualitymanagementsystem,accuratelypositiontargetmarket,promotecostcontrol,activelyexpandonlinechannels,strengthenonlineandofflinechannelcoordinat