安化黑茶的网络营销对策探讨

Discuss on the Network Marketing Strategy of Anhua Dark Tea

基于网络营销视角,对安化黑茶进行SWOT分析,从营销战略和营销战术提出了网络营销对策。即围绕安化黑茶的目标市场,以发花独特工艺技术的"金花"和"世界奇观——冰碛岩"的黑茶产地为市场定位,借助互联网的技术与平台开展品牌定位,扩大知名度和增强美誉度的网络营销策略等差异化营销和个性化服务营销,塑造安化黑茶在国内外市场的名片,促进安化黑茶产业在竞争中获得可持续性发展。

Based on the perspective of network marketing,the SWOT analysis of Anhua Dark Tea was carried out and the countermeasures of network marketing were put forward from the marketing strategy and tactics.The market positioning is its unique flowering technology,Golden Flower,and the place of production,World Miracle-Moraine.With the help of the dividend of Internet,we should implement differentiated marketing tactics to develop network marketing of low cost and individualized service from the brand positioning network communication strategy,network marketing strategy for expanding popularity,network marketing strategy to enhance reputation and its product strategy.Anhua Dark Tea’s reputation in the domestic and foreign markets and sustainable development in competition can be created with these ways.