基于微信的地方特色产品营销体系研究——以苏州碧螺春为例

Local Specialty Marketing System Based on We Chat, China's Facebook: a Case Study of Biluochun Tea

近年来,随着智能手机的普及,微信已成为企业营销的新宠,但目前地方特色产品行业在营销过程中面临着诸多问题。微信营销体系主要包含内容发布、营销渠道、团队建设、客户服务等。通过网络和实地调研两种渠道对2014上半年碧螺春营销现状进行了深入调研。碧螺春在每年的7月下旬,需求量比较大,消费人群集中在沿海地带,但绝大部分茶农只了解淘宝电商平台,对此,搭建以碧螺春为主题的具有特色的微信公众号,拓展营销渠道,并请专业人员打理,以更好地服务于客户。

With the popularization of smartphone in recent years, WeChat has become a favorable marketing platform;however, there are some problems for local specialty marketing in this platform. A WeChat marketing system includes new content posting, marketing chan-nels, team building, and customer services. A survey on marketing condition of Biluochun tea in the first half year of 2014 is conducted by means of online and field research. The demand of the tea is large in the second half month of July every year and consumers are malnly from coastal areas. Most tea growers only know Taobao, an business platform. In this connection, growers need to broaden marketing chan-nels by building a public Wechat ID focusing on Biluochun tea with the help of professionals to malntaln the operation.