互联网+视野下茶叶品牌渠道设计

Marketing Channel Design for Tea Brand in Perspective of the Internet

我国是茶的故乡,随着全球经济一体化进程的加快,我国的茶文化已经被广泛传播到世界上其他国家,茶叶已经成为世界了解中国文化的重要名片。互联网时代的到来,给茶文化的发展和茶叶品牌营销带来了新的机遇和挑战。本文分析"互联网+"对茶叶市场和茶叶品牌的影响,分析当前茶叶品牌与已经形成的电子商务模式关系,并为"互联网+"下茶叶品牌营销渠道模式设计提出建议。

China is the origin of tea. With the acceleration of globalization process, Chinese tea has been widely consumed by other countries in the world. Tea has become an important business card for the other countries to understand China. The Internet era has brought new opportunities as well as challenges to the development of tea culture and tea brand marketing. The paper studies the effect of the ＂Internet plus＂on tea market and tea brands, analyzing the relationship between tea brands and the established E-commerce model. At the end, the paper puts forth suggestions on the model design of marketing channel for tea brands.