随着互联网时代的到来，互联网给众多企业带来了新的机遇和挑战，互联网对传统 行业产生了革命性的影响。对于大健康养生茶行业而言，也意味着新的发展与机遇。在 互联网时代下，大健康养生茶行业想要长远的发展，必须获得更多的市场份额，而更多 的市场份额，意味着增加新的营销方式非常重要，必须从全新的角度，对养肝茶的互联 网营销进行研究并制定相应的营销策略。 本文以大健康养生茶行业的 MFD 公司作为研究对象，在分析 MFD 公司互联网养 肝茶产品营销现状的基础上，运用 STP 理论、营销 4P 理论等营销理论知识，对 MFD 公司十五味养肝茶产品的营销策略实施方案展开研究。 首先，本文应用文献研究法，对国内外养生茶的营销理论的研究观点进行了归纳和 整理，基于大健康养肝茶产品营销的重要性，阐述养肝茶产品营销的发展历程及当前研 究成果。其次，根据 MFD 公司的概况及发展状况，结合内外部环境与最新的行业特点， 针对 MFD 公司当前的营销现状进行分析。最后，通过深度访谈并辅以企业经营的实际 数据，找出 MFD 公司当前市场营销存在的题，然后进行问题成因分析，找到解决问题 的优化建议，以期为 MFD 公司十五味养肝茶提供一个完整的营销策略。 本文通过 MFD 公司十五味养肝茶营销方案的研究，以期对其它做养肝茶的公司的 发展有一定的借鉴意义，也对养生茶行业相关公司起到一定的启示作用。因此，本课题 的研究既顺应时代的发展，也具有一定的现实指导意义。 关键词：网络营销；养肝茶营销；营销策略II ABSTRACT With the arrival of Internet era, the Internet has brought new opportunities and challenges to many companies, and revolutionized the traditional industry. For regimen tea industry, it also means new developments and opportunities. In the era of the Internet, companies which make regimen tea must achieve more market share for a long-term development. More market share means that it is very important to implement new marketing plans. It is necessary to use a new perspective to study and work out a reasonable marketing strategies with regimen tea industry. This article takes MFD company in the regimen tea industry as the research object. based on the analysis in the current situation of MFD company's liver protection tea product marketing, STP theory, marketing 4P theory and other marketing theory knowledge are used to analyze the marketing strategy plans in the Liver Protection Tea with 15 Herb Medicine of MFD company. Firstly, this paper summarizes and sorts out the study viewpoints on marketing theories in regimen tea products at home and abroad through the literature research method. From the importance of regimen tea products to the marketing sales of them, this paper refers the development history of marketing sales and current research results. Secondly, this paper gives a brief introduction of the development status and marketing status of MFD company, collects the latest industry characteristics in the internal and external environment, and make a simple analysis in present situation. Finally, through the methods of in-depth interviews and supplemented with the actual data of business operations, MFD company's current marketing problems are unearthed. And then with analysis in these problems, the paper finds out the causes and makes out optimization suggestions to resolve the problems, and offer a complete marketing strategy for the regimen tea products of MFD company. The research of MFD company’s marketing program in this paper, not only have a consultative sense to the development of regimen tea industry, but also has an enlightenment sense to the other regimen tea relevant companies. Therefore, the research of this subject not only conforms to the development of the times, but also has certain practical guiding significance. Key words：Internet Marketing; Yanggan tea; Marketing strategyIII 目录 摘要..........................................................................................................................................I ABSTRACT...................................................................................................................................II 图表清单.....................................................................................................................................1 第一章 绪论...............................................................................................................................2 1.1 研究背景及意义..............................................................................................................2 1.1.1 研究背景...................................................................................................................2 1.1.2 研究意义...................................................................................................................2 1.2 文献综述与理论基础......................................................................................................3 1.2.1 茶行业的研究现状...................................................................................................3 1.2.2 相关理论基础...........................................................................................................5 1.3 研究方法及内容..............................................................................................................6 1.3.1 研究方法...................................................................................................................6 1.3.2 研究内容...................................................................................................................6 第二章 MFD 公司概况及营销现状..........................................................................................8 2.1 MFD 公司发展概况..........................................................................................................8 2.1.1 公司概况...................................................................................................................8 2.1.2 组织架构...................................................................................................................8 2.1.3 主营业务...................................................................................................................9 2.2 MFD 公司营销现状........................................................................................................12 2.2.1 MFD 公司养肝茶营销战略现状.............................................................................12 2.2.2 MFD 公司养肝茶营销策略现状.............................................................................13 2.3 本章小结........................................................................................................................15 第三章 MFD 公司养肝茶营销环境分析................................................................................16 3.1 外部环境分析................................................................................................................16 3.1.1 宏观环境分析.........................................................................................................16 3.1.2 行业态势及竞争者分析.........................................................................................19 3.1.3 市场需求分析.........................................................................................................22 3.2 内部环境分析................................................................................................................23 3.2.1 资源分析.................................................................................................................23 3.2.2 能力分析.................................................................................................................24 3.3 SWOT 分析......................................................................................................................24 3.3.1 优势分析.................................................................................................................25 3.3.2 劣势分析.................................................................................................................25 3.3.3 机会分析.................................................................................................................26 3.3.4 威胁分析.........