CAJ | 학술논문

近年来，随着智能手机的普及，微信已成为企业营销的新宠，但目前地方特色产品行业在营销过程中面临着诸多问题。微信营销体系主要包含内容发布、营销渠道、团队建设、客户服务等。通过网络和实地调研两种渠道对2014上半年碧螺春营销现状进行了深入调研。碧螺春在每年的7月下旬，需求量比较大，消费人群集中在沿海地带，但绝大部分茶农只了解淘宝电商平台，对此，搭建以碧螺春为主题的具有特色的微信公众号，拓展营销渠道，并请专业人员打理，以更好地服务于客户。
근년래，수착지능수궤적보급，미신이성위기업영소적신총，단목전지방특색산품행업재영소과정중면림착제다문제。미신영소체계주요포함내용발포、영소거도、단대건설、객호복무등。통과망락화실지조연량충거도대2014상반년벽라춘영소현상진행료심입조연。벽라춘재매년적7월하순，수구량비교대，소비인군집중재연해지대，단절대부분다농지료해도보전상평태，대차，탑건이벽라춘위주제적구유특색적미신공음호，탁전영소거도，병청전업인원타리，이경호지복무우객호。
With the popularization of smartphone in recent years, WeChat has become a favorable marketing platform;however, there are some problems for local specialty marketing in this platform. A WeChat marketing system includes new content posting, marketing chan-nels, team building, and customer services. A survey on marketing condition of Biluochun tea in the first half year of 2014 is conducted by means of online and field research. The demand of the tea is large in the second half month of July every year and consumers are malnly from coastal areas. Most tea growers only know Taobao, an business platform. In this connection, growers need to broaden marketing chan-nels by building a public Wechat ID focusing on Biluochun tea with the help of professionals to malntaln the operation.