Analysis on the Current Situation of Coffee Network Marketing in Yunnan
In recent years,the coffee industry in Yunnan has developed rapidly under the guidance of government policies,with an output value of 31.14 billion yuan in 2022,and the planting area(1.5 million mu)and output(131 000 tons)account for more than 95% of the country.With the help of internet technology,Yunnan coffee actively uses new marketing methods such as e-commerce platforms,online live broadcasts and KOL.Its online sales reached 57 900 tons in 2022,accounting for 25.3%of the country's online coffee sales.Starting from the current situation of coffee network marketing in Yunnan,this paper shows that Yunnan coffee network marketing faces challenges,such as vague target market positioning,weak network promotion and shortage of network marketing talents.In order to achieve sustainable development,it is necessary to clarify the target market positioning,improve the effect of network promotion,and strengthen talent and technical support,so as to achieve continuous growth in the development of network marketing in Yunnan's coffee industry.
万方数据
维普
