I 摘要 随着现代社会经济的不断发展进步，互联网技术带来为传统行业带来了极大的 冲击。近年来的“互联网+”的概念持续火热，各行各业也都在尽可能地利用互联网发 展自身，传统行业和互联网的结合越来越深入，对于互联网营销来说，各个公司不 再是抵触而是开放接受，因此在这样的浪潮中怎样抓住机遇，完成自身的营销转型 是重中之重。普洱茶具有浓厚的茶文化底蕴,但自身的市场大部分在传统市场上，因 此作为一个新兴的茶叶商贸公司，应当积极的抓住互联网的大浪潮，促进自身的营 销策略创新改革，真正地实现整个公司战略布局的提升。本文从现阶段网上市场营 销改进方案的角度出发，结合营销方案改进的实施路径，对于佐尹商贸公司网络营 销策略的制定和保障措施做出了一些探索总结，希望能够为公司营销策略的发展创 新做出一些引导。 本文通过文献研究法、市场调研法、深度访谈法和案例研究法对国内外研究现 状进行了分析。对营销策略、云南普洱茶等核心概念进行了界定，对市场营销理论、 网络营销理论和电子商务理论进行了深度学习。通过对佐尹商贸公司内外部环境分 析、普洱茶商贸行业竞争环境分析、佐尹商贸公司SWOT分析，认为目前佐尹商贸 公司由于经营的时间还比较短，无论是在客户的积累方面还是在外部营销渠道的拓 展上，优势还不太明显。对此，为佐尹商贸公司制定了网上市场营销改进方案，同 时佐尹商贸还应从调整产品线优化网络商城产品、线上线下联动扩宽销售渠道、加 强品宣力度提升网宣质量、注重服务创新增加客户粘度方面入手进行网络营销。最 后，佐尹商贸还应注重组织与人员优化保障网络营销以及提升网络技术保障服务创 新。 关键词：佐尹商贸；普洱茶；网络营销；定位分析；市场营销 燕山大学工商管理硕士学位论文 II Abstract With the continuous development and progress of modern social economy, Internet technology has brought great impact on traditional industries. In recent years, the concept of "Internet +" continues to be hot. All trades and professions are making full use of the Internet to develop themselves. The combination of traditional industries and the Internet is getting deeper and deeper. For Internet marketing, companies are no longer inconsistent but open to acceptance. Therefore, how to seize opportunities and complete their marketing transformation in such a tide is a top priority. Pu'er tea has a strong tea culture, but most of its market is in the traditional market. Therefore, as a new tea trading company, it should actively seize the tide of the Internet, promote its marketing strategy innovation and reform, and truly realize the upgrading of the strategic layout of the whole company. From the point of view of the current online marketing improvement program, combined with the implementation path of the marketing program improvement, this paper makes some exploratory summaries on the formulation and safeguard measures of the online marketing strategy of Zouyin Trading Company, hoping to provide some guidance for the development and innovation of the company's marketing strategy. In this paper, through literature research, market research, in-depth interviews and case studies, the research status at home and abroad is analyzed. The core concepts of marketing strategy and Yunnan Pu'er Tea are defined, and the marketing theory, network marketing theory and e-commerce theory are deeply studied. Through the analysis of the internal and external environment of zoyin trading company, the competitive environment of Pu'er tea trading industry, and the SWOT analysis of zoyin trading company, it is believed that at present, zoyin trading company has less advantages in customer accumulation and external marketing channel expansion due to its short operation time. In this regard, we have formulated an online marketing improvement program for Zouyin Commercial and Trade Company. At the same time, Zouyin Commercial and Trade should also start with adjusting product lines, optimizing products of online mall, expanding sales channels through online and offline linkage, strengthening product publicity efforts to improve the quality of online publicity, focusing on service innovation and increasing Abstract III customer viscosity. Finally, Zuoyin Business and Trade Sea should pay attention to the optimization of organization and personnel to ensure network marketing and enhance network technology to guarantee service innovation. Keywords: zouyin business; pu'er tea; network marketing; location analysis; marketing. 目录 I 目录 摘要 ................................................................ I Abstract ............................................................. II 第1章 绪 论 ......................................................... 1 1.1 研究背景与研究意义 ............................................. 1 1.1.1 研究背景 ................................................. 1 1.1.2 研究目的 ................................................. 2 1.1.3 研究意义 ................................................. 3 1.2 国内外研究现状 ................................................. 3 1.2.1 国外研究现状 ............................................. 3 1.2.2 国内研究现状 ............................................. 5 1.2.3 国内外研究述评 ........................................... 6 1.3 研究内容与研究方法 ............................................. 7 1.3.1 研究内容 ................................................. 7 1.3.2 研究方法 ................................................. 7 第2章 核心概念与相关理论 ............................................. 9 2.1 核心概念界定 ................................................... 9 2.1.1 互联网 ................................................... 9 2.1.2 营销策略 ................................................. 9 2.2 相关理论 ...................................................... 11 2.2.1 市场营销理论 ............................................ 11 2.2.2 网络营销理论 ............................................ 12 2.2.3 电子商务理论 ............................................ 13 2.3 本章小结 ...................................................... 14 第3章 佐尹商贸公司营销环境分析 ...................................... 15 3.1 佐尹商贸公司简介 .............................................. 15 3.2 宏观环境分析 .................................................. 15 3.2.1 政策环境分析 ............................................ 15 3.2.2 经济环境分析 ............................................ 16 3.2.3 社会环境分析 ............................................ 17 3.2.4 技术环境分析 ............................................ 18 3.3 普洱茶商贸行业竞争环境分析 .................................... 19 3.3.1 商贸行业内部竞争分析 .................................... 19 3.3.2 商贸行业用户讨价能力分析 ................................ 20 燕山大学工商管理硕士学位论文 II 3.3.3 商贸行业供应商讨价能力分析 .............................. 20 3.3.4 商贸行业新进入者的威胁分析 .............................. 21 3.3.5 商贸行业替代品威胁分析 .................................. 22 3.4 佐尹商贸公司内部环境分析 ...................................... 23 3.4.1 组织结构分析 ............................................ 23 3.4.2 人力资源分析 ............................................ 24 3.4.3 信息化水平分析 .......................................... 26 3.4.4 网上客户分类与客户关系管理分析 .......................... 26 3.4.5 网络销售渠道与促销策略分析 .............................. 27 3.4.6 网上产品结构与定价策略分析 .............................. 27 3.4.7 网上营销资金投入分析 .................................... 28 3.5 佐伊商贸公司网络营销存在的问题 ................................ 29 3.5.1 网络营销方案设计存在缺陷 ................................ 29 3.5.2 网络产品过于单一 ........................................ 29 3.5.3 线上线下联动效应较小 .................................... 29 3.5.4 品宣力度欠缺网宣质量较差 ................................ 30 3.5.5 服务创新能力较差，缺少客户粘度 .......................... 30 3.6 佐尹商贸公司SWOT分析 ......................................... 30 3.6.1 公司具有的优势 .......................................... 30 3.6.2 公司的劣势 .............................................. 31 3.6.3 公司面临的机遇 .......................................... 31 3.6.4 公司面临的威胁 ..............................