电子商务背景下保山小粒咖啡营销策略优化研究

Research on the Optimization of Marketing Strategies for Baoshan Peaberry Coffee under the Background of E-Commerce

摘要: 伴随着电子商务的迅猛发展，农产品营销方式发生重大变革，农产品营销渠道不再只依靠传统的线下销售，诸如直播带货、网店运营等数字化营销途径被广泛运用。本研究以地理标志保护产品保山小粒咖啡为研究对象，依托4P营销理论体系，系统分析其在电商环境下的营销现状与困境，进而提出相关的对策方案。现阶段保山小粒咖啡在进行电商营销工作中，存在品牌知名度低、线上线下渠道协同性欠佳、促销方式比较单一等问题。针对这些实际问题，研究建议在品牌构建、渠道整合与营销创变等方面进行改进。经过有效利用电商平台这一途径，不仅能显著提升保山小粒咖啡在市场上的竞争力，也为其他特色农产品电商化营销的开展提供了借鉴意义。

Abstract: With the rapid development of e-commerce, there has been a significant transformation in the marketing methods of agricultural products. The marketing channels for agricultural products are no longer limited to traditional offline sales; digital marketing approaches such as live-streaming sales and online store operations have been widely adopted. This study takes the geographical indication protected product, Baoshan small bean coffee, as the research object and, based on the 4P marketing theory system, systematically analyzes its marketing status and challenges in the e-commerce environment, and then provides relevant countermeasures. At present, in the e-commerce marketing of Baoshan Peaberry coffee, there are problems such as low brand awareness, poor coordination between online and offline channels, and relatively single promotion methods. In response to these actual problems, the study suggests improvements in brand building, channel integration, and marketing innovation. By effectively utilizing e-commerce platforms, not only can the competitiveness of Baoshan Peaberry coffee in the market be significantly enhanced, but it also provides reference significance for the e-commerce marketing of other characteristic agricultural products.