摘要
随着互联网的日渐普及,电子商务成为影响企业发展的重要因素,网络营销模式也日渐成熟,许多中小型企业也开始进行网络营销活动.大众对于健康生活品质的追求和消费习惯的转变让饮品行业与电子商务的结合日益紧密,蓝莓果汁在健康饮品中扮演着重要的角色.本文以蓝莓饮品为研究对象,首先给出蓝莓饮品网络营销现状,结合4V理论,研究蓝莓饮品网络营销存在问题及成因.针对品牌知名度低;信息更新不及时等问题,结合4V理论等网络营销知识提出网络营销策略建议.本文的研究成果对同类产品的网络营销工作具有一定的参考价值.
With the increasing popularity of the Internet,e-commerce has become an important factor affecting the development of enterprises,the network marketing model is also becoming mature,many small and medium-sized enterprises also began to carry out network marketing activities.The public’s pursuit of healthy quality of life and the change of consumption habits make the combination of the beverage industry and e-commerce increasingly close.Blueberry juice plays an important role in healthy drinks.Taking blueberry drinks as the research object,this paper firstly gives the current situation of the network marketing of blueberry drinks,and studies the existing problems and causes of the network marketing of blueberry drinks based on 4 V theory.Low brand awareness;Information update is not timely and other issues,combined with 4 V theory and other network marketing knowledge to put forward network marketing strategy recommendations.The research results of this paper have certain reference value to the network marketing of similar products.
出处
《现代营销（下）》
2019年第12期102-103,共2页
Marketing Management Review
关键词
4V理论
网络营销
蓝莓饮品
4V theory
Network marketing
Blueberry drinks
