基于“4P”营销理论下的地标农产品网络营销策略分析 ——以日照市绿茶为例

Analysis of Network Marketing Strategy of Landmark Agricultural Products Based on “4P” Marketing Theory —Taking Rizhao Green Tea as an Example

摘要: 随着数字经济的快速发展，网络营销已成为地标农产品拓宽销售渠道、提升品牌影响力的重要路径。日照市绿茶作为山东知名地标农产品，具备独特的品质优势，但在网络营销实践中仍面临诸多挑战。本文以4P营销理论为核心框架，结合日照市绿茶网络营销的实际情况，通过梳理相关研究现状，剖析当前其网络营销策略存在的问题，进而提出针对性的优化建议，旨在为日照市绿茶借助网络营销实现高质量发展提供参考，同时也为其他地标农产品的网络营销实践提供借鉴。

Abstract: With the rapid development of the digital economy, online marketing has become an important way for local agricultural products to expand sales channels and enhance brand influence. As well-known local agricultural product in Shandong, Rizhao Green Tea has unique quality advantages, but it still faces many challenges in the practice of online marketing. This takes 4P marketing theory as the core framework, combines the actual situation of Rizhao Green Tea online marketing, and analyzes the existing problems of its online marketing through the status of relevant research. In order to provide a reference for the high-quality development of Rizhao Green Tea through online marketing, and also provide a reference for online marketing practice of other local agricultural products.