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摘要
近年来，随着国内经济发展，居民收入和消费水平的不断提高，居民的饮食习惯和
消费结构也发生着变化，对烘焙食品的需求增加明显，烘焙行业近年来保持着较快的发
展态势。同时，随着互联网的高速发展和智能手机的普及，我国网民数量规模增长十分
明显，截止到2020年3月，我国网民规模达到9.04亿，互联网普及率达到64.5%，其
中网络用户规模为 7.10 亿，网络购物已经成为居民的日常消费选择，带来蓬勃的消费
市场。面对巨大的网络交易市场和消费者购物习惯的转变，企业如何积极调营销方式，
实施有效的网络营销策略，在激烈的市场竞争中，提升市场占有率，是每个企业不可忽
视的问题。TL烘焙公司是一家生产和销售面包、蛋糕、干点、月饼等烘焙食品的中小型
连锁企业，近几年来TL公司尝试拓展网络市场份额，但是其在营销策略制定和营销过程
中依旧存在很多问题，使得企业呈现网络营销增长缓慢，市场竞争力不足的发展困境。
本文以TL烘焙公司为研究对象，借助PEST分析法、波特五力模型分析工具，对TL
公司所处的宏观网络营销环境及所处的微观行业竞争环境及主要竞争对手进行分析，在
此基础上，基于 4P营销组合理论，从产品策略、价格策略、渠道策略及促销策略四个
方面对TL公司现阶段实施的网络营销策略现状进行总结，指出其存在的问题及对原因进
行深入剖析，最后针对性的提出公司网络营销在产品、价格、渠道、促销、顾客体验等
方面策略优化建议，同时提出策略实施保障。
本文基于TL烘焙公司网络营销策略研究的视角，利用营销理论的相关知识，对存在
的问题进行系统分析，尝试提出适合本企业的网络营销策略优化建议，以期积极转变企
业网络营销发展的困境，增加企业市场份额。也希望能够给同类型的中小烘焙企业在网
络营销方面提供一定的借鉴和参考意义。
关键词：网络营销，营销策略，烘焙行业
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ABSTRACT
In recent years, with the development of the domestic economy and the continuous improvement of
residents' income and consumption levels, residents' eating habits and consumption structure have also
changed. The demand for baked goods has increased significantly. The baking industry has maintained a
rapid development trend in recent years. At the same time, with the rapid development of the Internet and
the popularization of smart phones, the number of Internet users in my country has increased significantly.
As of March 2020, the number of Internet users in my country has reached 904 million, and the Internet
penetration rate has reached 64.5%, of which the number of Internet users is 710 million. , Online shopping
has become a daily consumption choice of residents, bringing a booming consumer market. In the face of
the huge online trading market and changes in consumer shopping habits, how companies can actively
adjust marketing methods, implement effective online marketing strategies, and increase market share in
the fierce market competition is a problem that every company cannot ignore. TL Baking Company is a
small and medium-sized chain enterprise that produces and sells bread, cakes, dry snacks, moon cakes and
other baked goods. In recent years, TL has tried to expand its online market share, but there are still many
problems in its marketing strategy formulation and marketing process. , Making enterprises present the
development dilemma of slow growth in network marketing and insufficient market competitiveness.
This article takes TL baking company as the research object, uses PEST analysis method and Porter's
five forces model analysis tools to analyze the macro network marketing environment, micro industry
competition environment and main competitors in which TL company is located. Above, based on the 4P
marketing mix theory, summarize the current situation of TL's current network marketing strategy from
four aspects: product strategy, price strategy, channel strategy and promotion strategy, point out its existing
problems and conduct an in-depth analysis of the reasons, and finally Targetedly put forward the company's
network marketing strategy optimization suggestions in terms of products, prices, channels, promotions,
customer experience, etc., and put forward strategy implementation guarantees.
Based on the perspective of TL baking company’s network marketing strategy research, this article
uses the relevant knowledge of marketing theory to systematically analyze the existing problems, and try to
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