茶叶全渠道营销模式研究——以宁德市为例

On Omni-channel Marketing Model of Tea:Taking Ningde City as an Example

茶叶互联网营销渠道遇到渠道单一、体验感不强、未及时根据消费行为进行渠道设计和调整、对线下实体店铺造成冲击等问题。文章通过对宁德市茶产业的分析,从宏观及微观角度分别提出在互联网环境下茶产业全渠道整合营销模式,为茶叶营销提供参考借鉴。宏观层面:茶产业按“两年抓质量、三年整品牌、四年见成效”的总体思路实施全渠道整合营销。微观层面:整合线上线下资源;藉由与消费者的互动,实现真正的O2O营销;增加体验营销的形式、注重体验质量;拓宽移动营销渠道;采取“渠道+社交”混式营销。

Internet marketing channels for tea encounter difficulties,such as single channel,lack of experience,not-timely design and adjustment of channels according to consumer behavior,impact on offline physical stores.On the basis of the analysis of tea industry in Ningde city,an omni-channel integrated marketing mode of tea industry was put forward in the Internet environment from macro and micro perspectives,which can provide reference for improving the effect of tea marketing.From the macro level,tea industry carries out omni-channel integrated marketing in accordance with the general idea of"focusing on quality in two years,completing brand in three years,and achieving results in four years".From the micro level,try to integrate online and offline resources,realize real O2O marketing through interaction with consumers,increase the form of experience marketing and focus on experience quality,broaden mobile marketing channels,and adopt"channel+social interaction"mixed marketing.