摘要
I
摘要
伴随着现代信息技术的快速发展，各种新兴媒体层出不穷，网络平台所具
备的巨大传播效应也日渐突显，开始有越来越多的企业认识到电商营销的重要
性。比如目前国内食用油企业相继开通门户网站、微博以及微信公众号等，在
此基础上开展电商营销活动，并取得了良好效果。在食用油企业积极介入新媒
体之后，也使得食用油行业市场当中的广告投放方式与内容都有了重大改变

油茶是我国最具特色的主要食用植物油资源。加快油茶产业发展，对于提
高我国食用植物油自给能力，改善我国食用植物油的生产和消费结构，保障国
家粮油安全，促进山区综合开发和农民增收致富具有重要的战略意义

本文介绍了油茶产业发展的历史和现状，系统分析了绿海茶油品牌发展情
况，以绿海茶油电商为实例，通过对茶油行业分析、电商发展、运营策略等理
论的研究，结合绿海品牌和其他国内茶油品牌的实际情况，在分析了中国茶油
行业的现状及所面临的问题之后，理论结合实际的角度，利用相关分析工具对
该品牌的内、外部环境进行了具体分析，对存在的问题做出研究并提出了该品
牌电商营销策略

关键词：绿海茶油；电商；营销策略ABSTRACT
II
ABSTRACT
With the rapid development of modern information technology，a variety of new
media emerge in an endless stream。the network platform with the huge spread effect
has become increasingly prominent，and more companies recognize the importance of
e-business marketing。For example，the domestic edible oil companies have opened
the portal, microblogging。and WeChat public number，etc., on this basis to carry out
e-commercial marketing activities，and achieve good results。After the edible oil
companies actively intervene in new media，but also makes the edible oil industry
market advertising and content of which have been a major change

Camellia oleifera is the most characteristic of China&39;s main edible vegetable oil
resources。It is of great strategic significance to improve the self-sufficiency of edible
vegetable oil，improve the production and consumption structure of edible vegetable
oil，ensure the safety of national grain and oil and promote the comprehensive
development of mountainous areas and increase the income of farmers

This paper introduces the history and current situation of the development of
Camellia oleifera industry，analyzes the development of green tea and tea brand in the
system，and takes the green tea and oil industry as an example。Through the research
on the tea oil industry, the development of electric business，Combined with the
Green Sea brand and other domestic tea oil brand of the actual situation in the
analysis of the status of China&39;s tea industry and the problems faced by the theory
from the perspective of practical use of the relevant analysis tools for the brand&39;s
internal and external environment The specific analysis，the existing problems to
make a study and put forward the brand electric business marketing strategy

Key words: Green-sea camellia oil；e-commerce；core competence目录
III
目 录
第 1 章 绪论...1
1.1 选题背景.........1
1.2 选题意义.........1
1.3 研究思路与方法.........2
1.4 可能的创新与不足.....3
第 2 章 相关理论及文献综述.4
2.1 营销策略的定义..........4
2.2 营销策略的发展现状..4
2.3 营销策略具体类型......5
2.4 营销策略的影响因素.5
2.4.1 宏观环境因素...6
2.4.2 微观环境因素...6
第 3 章 茶油产业市场环境及行业发展趋势分析...8
3.1 茶油市场环境分析....8
3.1.1 茶油市场政策环境分析...........8
3.1.2 茶油市场技术环境分析...........9
3.1.3 茶油市场社会环境分析.........10
3.2 茶油行业发展趋势分析 …..11
3.2.1 茶油行业发展前景分析.........11
3.2.2 茶油市场供需预测分析.........12
3.2.3 茶油市场盈利预测分析..........13
3.2.4 发展茶油产业的战略与措施.14
第 4 章 绿海茶油电商发展现状分析.........16
4.1 绿海茶油发展简介....16
4.2 绿海茶油电商发展现状.......17
4.2.1 绿海茶油电商平台简介.........17
4.2.2 绿海茶油电商销售情况.........17
4.3 主要茶油品牌电商运营分析...........17
4.3.1 十大茶油品牌.17目录
IV
4.3.2 网店开设情况..18
4.3.3 价格表现..........18
4.3.4 产品布局..........19
4.4 绿海茶油电商发展 SWOT 分析......20
4.4.1 优势分析（Strengths）..........20
4.4.2 劣势分析（Weaknesses）......21
4.4.3 机遇分析（Opportunities）....21
4.4.4 挑战分析（Threats）...........21
第 5 章 绿海茶油电商提升策略.....23
5.1 绿海茶油电商营销策略可行性分析...........23
5.1.1 前期发展奠定了基础.23
5.1.2 发展态势预示了发展预期.....24
5.1.3 发展特点决定了提升空间.....24
5.2 绿海茶油电商营销策略实施途径...25
5.2.1 明确目标.........25
5.2.2 围绕 4Ps 做好营销策略规划 ...