茶叶在线直播销售的问题及对策研究

On the Problems and Countermeasures of Tea Product in Online Live-broadcasting Sales

针对当前我国茶叶在线直播销售中存在的缺少整体规划、同质化严重、用户黏性低等问题,建议茶叶企业在开展线上直播销售时必须意识到系统性的直播规划是茶叶直播销售的前提,主播的挑选和培训是茶叶直播销售的关键,过硬的产品品质是茶叶直播销售的根本,充足的流量是茶叶直播销售的保证,如此才能真正发挥出茶叶直播销售的优点,促进茶叶线上销售的健康发展。

In view of the problems existing in the current live-broadcasting sales of tea in China,such as lack of overall planning,serious homogenization and less user stickiness,this paper proposes the tea enterprises should realize that the systematic plan of live-broadcasting sales is the premise of the online sales of tea,the selection and training of the anchors is the key to tea live-broadcasting sales,tea with high quality is the root of online live-broadcasting sales,and the sufficient flow is the guarantee of the success of online live-broadcast sales of tea.Only in this way can we give full play to the advantages of tea live-broadcasting sales and promote the healthy development of tea online sales.