在全球经济一体化以及互联网+概念兴起的过程中，传统行业已经逐渐从开始的 借助互联网进行整合营销，变成主动的寻求转型与互联网进行结合来制定相关的经营 和发展策略，以适应不断变迁的营销环境。对于现阶段的市场环境而言，在营销方面， 传统媒体和渠道的优势已经被蚕食殆尽，但不能否认的是，传统媒体和渠道之于现在 的营销局面来说，仍旧有着不可替代的作用，而传统渠道与新媒体渠道之间也是呈现 出相互融合的态势，这也是融媒体时代的显著特征之一。 随着经济环境和消费者需求的不断变化，传统的茶业市场也正在经历着转型和升 级，网购市场在网联网+的带动下实现了跨越式发展，智能（手机）终端等迅速崛起 更是拓展了线上销售的渠道，如今“两微一抖”等自媒体平台大放异彩，老牌茶企如 八马、艺福堂、天福茗茶等纷纷通过电商平台的运营取得了出色的销售业绩；此外， 大益茶通过实施跨界营销的战略，专为年轻人开辟了TAETEAPuer&Cafe休闲茶空 间；谢裕大将目标客群定位于都市年轻女性，推出了互联网+产品“花迹”袋泡茶； 而作为较早涉足网络营销领域的艺福堂则是用O2O模式将青年群体汇集一起，打造 了“茶享+”体验空间，使得线上线下实现了互动。由此可见，（移动）互联网能够 带给诸如茶叶这种传统市场巨大的变革，因此，越来越多的传统茶企将目光投向于此。 本文选择经营茶饮产品的A公司作为研究对象，通过对其网络营销环境以及现 状进行考察，本文将以4Ps理论、SWOT分析等为基础，对其网络营销中所存在的问 题进行分析，通过市场调研结合STP理论对该公司进行市场定位，对其现行的网络 营销策略方案进行改进，并提出多项保障措施确保策略可以顺利实施，从而使其能够 在这个媒体融合的时代在线上寻找到更多机会，同时也为其他致力于发展网络营销的 企业提供借鉴和参考。 关键词：茶业公司，网络营销，STP分析，SWOT分析 II ResearchonNetworkMarketingStrategyofATeaCompany Abstract IntheprocessofglobaleconomicintegrationandtheriseoftheInternet+concept, thetraditionalindustryhasgraduallyengagedinthewholemarketingfromthebeginning withthehelpoftheInternet,andbecomestheactivesearchfortransformationandthe combinationoftheInternettoformulaterelevantbusinessanddevelopmentstrategies.To adapttothechangingmarketingenvironment.Forthecurrentmarketenvironment,in termsofmarketing,theadvantagesoftraditionalmediaandchannelshavebeeneatenaway, butitcan'tbedeniedthattraditionalmediaandchannelsstillhaveanirreplaceablerolein thecurrentmarketingsituation.Andthetraditionalchannelandthenewmediachannel alsoshowthesituationofmutualfusion,whichisalsothemeltingmedia.Oneofthe salientfeaturesofthetimes. Withthechangingoftheeconomicenvironmentandtheconsumer'sdemand,the traditionalteaindustrymarketisundergoingthetransformationandupgrading,andthe onlineshoppingmarkethasrealizedtheleap-forwarddevelopmentwiththedrivingofthe networkofnetworking+,andtherapidriseoftheintelligent(mobilephone)terminaland soonhasexpandedthechannelofthesalesontheline,Today,"two-micro-one-shake"and otherself-mediaplatforms,suchastheBama,Yifutang,Tianfumingchaandsoon,have madeoutstandingsalesperformancethroughtheoperationofthee-commerceplatform;in addition,thebigteahasopenedtheTAETEAPuer&Cafeleisureteaspacefortheyoung peoplethroughthestrategyofimplementingthecross-bordermarketing;XieYuda,the targetpassengergroupItislocatedinthecity'syoungfemale,launchedtheInternet+ product"Huaji"teabag,andasanearlierventureinthefieldofnetworkmarketing,inthe O2Omode,theyouthgroupsarebroughttogether,andthe"Teashare+"experiencespace iscreated,sothatthelineisbroughtonlinetorealizetheinteraction.Itcanbeseenthat (moving)theInternetcanbringaboutagreatchangeinthetraditionalmarket,suchastea, somoreandmoretraditionalteaenterpriseswilllookatit. Inthispaper,ACompany,whichmanagesteaproducts,isselectedastheresearch object,andthroughtheinvestigationofitsnetworkmarketingenvironmentandpresent III situation,thispaperwillanalyzetheproblemsexistinginitsnetworkmarketingbasedon 4PstheoryandSWOTanalysis,andcarryonthemarketorientationtothecompany throughmarketresearchcombinedwithSTPtheory,andimproveitscurrentnetwork marketingstrategyscheme.Andputforwardanumberofsafeguardmeasurestoensurethe smoothimplementationofthestrategy,sothatitcanfindmoreopportunitiesonlineinthis eraofmediaintegration,butalsoforotherenterprisescommittedtothedevelopmentof onlinemarketingtoprovidereferenceandreference. KeyWords:TeaCompany，NetworkMarketing，STPAnalysis，SWOTAnalysis IV 目录 摘要.........................................................................................................................................I Abstract..................................................................................................................................II 第1章绪论..........................................................................................................................1 1.1选题背景和意义.....................................................................................................1 1.1.1研究背景......................................................................................................1 1.1.2研究意义......................................................................................................2 1.2国内外研究综述.....................................................................................................3 1.2.1国外研究动态..............................................................................................3 1.2.2国内研究动态..............................................................................................4 1.2.3文献评述......................................................................................................6 1.3研究内容和方法.....................................................................................................6 1.3.1研究内容......................................................................................................6 1.3.2研究方法......................................................................................................7 1.3.3研究框架......................................................................................................8 1.3.4研究的创新点...............................................................................................8 第2章相关理论综述........................................................................................................10 2.1市场营销4Ps理论...............................................................................................10 2.2STP理论................................................................................................................11 2.3网络营销4V理论................................................................................................11 2.3.1差异化营销................................................................................................12 2.3.2功能弹性化营销........................................................................................12 2.3.3附加价值化营销........................................................................................13 2.3.4共鸣营销....................................................................................................13 第3章A公司网络营销环境分析....................................................................................14 3.1公司简介...............................................................................................................14 3.1.1公司基本情况............................................................................................14 3.1.2公司组织结构简介....................................................................................14 3.1.3公司资源状况分析....................................................................................15 3.1.4公司管理状况分析....................................................................................16 3.2我国茶业宏观环境PEST分析............................................................................16 沈阳大学硕士学位论文 目录沈阳大学硕士学位论文 V 3.2.1政治法律环境............................................................................................16 3.2.2经济环境....................................................................................................17 3.2.3社会文化环境.................................