摘要:随着互联网时代的到来，传统的营销方式已经不能满足社会发展的需要，网络在企业的营销活动中扮演的角色越来越重要，网络营销已经成为了企业进一步发展的突破口。本文以徐州绿色天运牛蒡茶为研究对象，从网络营销的角度出发，分析了徐州绿色天运牛蒡茶的营销环境以及目标消费者特征，并以网络营销的理论为基础针对徐州绿色天运牛蒡茶在营销活动中出现的问题，提出了具体的解决方案。
徐州绿色天运牛蒡茶实施网络营销的具体方案如下：①网站营销。建立自己品牌的网站，通过对网站设计以及网站优化，让更多绿色天运牛蒡茶的目标消费者可以通过访问网站了解企业文化、产品信息以及企业宣传动向，为企业树立良好的企业形象；②网络广告。利用电子邮件、文本链接等多种方式将企业信息、牛蒡茶的信息以及企业的宣传动态发布到网络上，提高企业品牌知名度；③微博营销。一方面利用微博营销来提高企业的品牌知名度，另一方面利用微博加强与与目标消费者的互动提高客户对企业的忠诚度；④网上商店。随着生活节奏的加快，人们需要更为快捷的消费方式，网上商店就能满足这一需求；⑤网络团购。企业自己组织团购活动，将网络团购作为网络营销体系的一个分支，以薄利多销、量大从优的原则，给消费者提供低于零售价的折扣，实现自己与消费者的双赢。
关键词 绿色天运；网络营销；营销策略
Abstract:With the advent of the era of Internet, the traditional marketing methods can not meet the needs of social development, the enterprise's marketing activities is playing an increasingly important role, network marketing has become a breakthrough in further development of enterprises. Xuzhou Lvsetianyun burdock tea as the research object, starting from the point of view of network marketing, Xuzhou Lvsetianyun burdock tea marketing environment and target consumer characteristics, based on the theory of network marketing Xuzhou Lvsetianyun operation and burdock tea problems in marketing activities, specific solutions.
Xuzhou Lvsetianyun burdock tea network marketing conducts from the following aspects: 1. Website marketing. To establish their own brand of website, website design and website optimization, the green days chasing burdock tea target consumers can understand the corporate culture, product information and business promotion trends by accessing the website, for enterprises to establish a good corporate image. 2. Online advertising. Using email, text links, such as a variety of ways, the information of enterprise information, burdock tea dynamic publishing on the network and the propaganda of the enterprise, improve enterprise brand awareness. 3. The micro-blogging marketing. On the one hand the use of the micro-blogging marketing to enhance the brand awareness, on the other hand, the use of micro-blogging strengthen interaction with target consumers to improve customer loyalty to the company. 4. Online store strategy. With the accelerated pace of life, people need a more efficient consumption patterns, the online store will be able to meet this demand. 5. Online group buying strategy. Enterprise organizations, buy the network as a branch of the network marketing system, puerile, large favorably principle, to provide consumers with a discount below the retail price, to achieve a win-win with consumers.
Keywords Lvsetianyun Network marketing Marketing strategy
