云南咖啡网络营销现状分析

Analysis on the Current Situation of Coffee Network Marketing in Yunnan

近年来,云南咖啡产业在政府政策引导下发展迅猛,2022年产值高达311.4亿元,种植面积(150万亩)和产量(13.1万吨)均占全国95%以上。借助互联网技术,云南咖啡积极运用电商平台、网络直播、KOL等新型营销手段,2022年网络销量达到5.79万吨,占全国咖啡网络销量的25.3%。文章从云南咖啡网络营销现状入手,发现云南咖啡网络营销面临目标市场定位模糊、网络推广乏力和网络营销人才短缺等挑战。为实现可持续发展,需明确目标市场定位、提升网络推广效果、强化人才和技术支撑,以实现云南咖啡产业网络营销发展持续增效。

In recent years,the coffee industry in Yunnan has developed rapidly under the guidance of government policies,with an output value of 31.14 billion yuan in 2022,and the planting area(1.5 million mu)and output(131000 tons)account for more than 95%of the country.With the help of internet technology,Yunnan coffee actively uses new marketing methods such as e-commerce platforms,online live broadcasts and KOL.Its online sales reached 57900 tons in 2022,accounting for 25.3%of the country's online coffee sales.Starting from the current situation of coffee network marketing in Yunnan,this paper shows that Yunnan coffee network marketing faces challenges,such as vague target market positioning,weak network promotion and shortage of network marketing talents.In order to achieve sustainable development,it is necessary to clarify the target market positioning,improve the effect of network promotion,and strengthen talent and technical support,so as to achieve continuous growth in the development of network marketing in Yunnan's coffee industry.