恩施玉露茶的知识营销研究

Research on Knowledge Marketing of Enshi Yulu

知识营销是提升产品价值、开拓产品市场的重要营销手段。从知识营销的内涵和特征出发,以恩施玉露茶为例,比较分析了恩施玉露茶的传统营销和知识营销方式,得到了企业进行知识营销应该转变营销观念,以市场为导向;立足产品特点,以顾客认同的价值赢得市场;提高营销人员素质,以知识营销开拓市场;加强品牌建设,增加产品附加值;融入地方发展,积极寻求政府支持的启示。

Knowledge marketing is an important marketing method to enhance product value and develop product market. Knowledge marketing of Enshi Yulu was analyzed. It is suggested for the knowledge marketing to change the marketing idea, rely on the characteristics of products, improve the quality of marketing personnel, strengthen the construction of brand, inte- grate into the local development and positively seek for support of government.