直播经济时代下茶产业提升直播销量对策研究

Study on Countermeasures of Improving the Broadcast Sales of Tea Industry in the Age of Live Broadcast Economy

本文通过分析当前茶产业在直播这一新型营销模式下的销售现状,结合直播的门槛及要求,发现茶产业直播带货存在的问题并从提升茶认知并扩大茶消费、扩宽合作范围并提高宣传效果、加大人才培养力度以提高员工综合素质、创新直播内容并强化内涵建设、加强茶叶品控以强化用户信任5个方面提出相应的完善对策,以期能对茶产业的可持续发展提出合理建议,为茶企、茶商实施直播营销提供思路和方向。

By analyzing the current sales situation of tea industry under the new marketing mode of live broadcast, and combining the threshold and requirements of live broadcast, this paper finds out the problems existing in the live broadcast of tea industry and puts forward some countermeasures from five aspects, including enhancing tea cognition and expanding tea consumption, expanding cooperation scope and improving publicity effect, strengthening talent cultivation to improve the comprehensive quality of employees, innovating live broadcast content and strengthening connotation construction, strengthening tea quality control and strengthening user trust, hoping to put forward reasonable suggestions for the sustainable development of tea industry and provide ideas and directions for tea enterprises and tea merchants to implement live marketing.