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论文作者（签名）：
2022年 6月 15日
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作者签名：
2022年 6月 15日
基于4C理论的安徽ZH羊业集团网络营销策略优化研究
摘要
随着国内生活水平的不断提高，国内消费者对食品消费丰富性要求越来越多，其
中食品安全性也被越来越多的消费者所关注。所以在这样背景下，高质量、无污染、
绿色健康的优质羊肉产品迎合了当下消费者的需求，具有广阔的发展前景。
ZH羊业集团有限公司是安徽省一家主营湖羊养殖与羊肉加工销售的企业，主推
仲兴乡地区的品牌羊，以科学、健康、绿色为经营理念，使得自身获得了长足的发展
与进步，品牌影响力逐步提升。在严峻激烈的市场环境下，如何持续的优化和改进企
业的市场营销水平，成为企业亟需解决的重要问题。而为了适应新时期市场发展需求，
ZH羊业集团在向养殖规模化、标准化方向发展的同时，也在探索电子商务经营模式。
在探索过程，ZH羊业集团的线上营销在取得一定成绩的同时也遇到了诸多困难，尚
未充分发挥网络渠道对产品销售的支持促进作用，影响了企业的转型升级。
本文首先从线上购物以及羊肉产品消费需求发展趋势的角度出发，阐述ZH羊业
集团实施网络营销的必要价值与意义；然后通过查阅整理国内外的相关研究欧亿·体育（中国）有限公司，重
点说明4C网络营销理论以及网络营销分析方法，以此为接下来的探讨奠定理论基础；
接下来本文采用抽样调查的方法，围绕品牌建设与管理、消费者需求策略、成本策略、
便利性策略以及沟通策略等五个维度，开展对ZH羊业集团网络营销现状的调查分析，
了解该公司在京东、天猫商城等线上渠道的实际运行与销售情况。利用SWOT分析方
法开展ZH羊业集团网络营销环境分析，明确企业的欧亿·体育（中国）有限公司优势劣势、产业价值链整合
优势劣势、自身面临的机遇和挑战，并结合问卷调查结果指出ZH羊业集团目前在网
络营销上存在的问题与不足。最后立足ZH羊业集团自身实际，结合运用4C理论和网
络整合营销理论，从消费者需求、沟通与宣传策略、便利性策略、成本策略四个角度，
对集团羊肉产品网络营销进行优化，将传统养殖业与新型电商相结合，促进企业转型
升级和效益提升，推动ZH羊业集团的可持续健康发展。
关键词：B2C；电子商务；网络营销；传统养殖业
1
基于4C理论的安徽ZH羊业集团网络营销策略优化研究
ABSTRACT
With the rapid development of China's economy and agricultural e-commerce, and the
gradual improvement of living standards, people pay more attention to the safety of fresh
products. Therefore, in this context, high-quality, pollution-free, green and healthy mutton
products meet the needs of current consumers and have broad development prospects.
ZH Sheep Industry Group Co., Ltd. is an enterprise in Anhui Province, which is
mainly engaged in Hu sheep breeding and mutton processing and sales. It mainly promotes
brand sheep in Zhongxing Township, and takes science, health and green as its business
philosophy, so that it has achieved great development and progress, and its brand influence
has been gradually improved. Under the severe and fierce market environment, how to
continuously optimize and improve the marketing level of the company has become an
important problem that enterprises need to solve urgently. In order to meet the needs of
market development in the new era, ZH Sheep Industry Group is exploring e-commerce
business modelwhile promoting thedevelopment of scaleand standardization of
aquaculture. In the process of business exploration, ZH Yangye's online marketing has
made some achievements, but it has also encountered many difficulties. It has not fully
played the role of network channels in supporting and promoting product sales, which has
affected the company's transformation and upgrading.
Firstly, from the perspective of online shopping and the development trend of mutton
product consumption demand, this paper expounds the necessary value and significance of
ZH Sheep Industry Group's implementation of online marketing; Then, by consulting and
sorting out the relevant research materials at home and abroad, it focuses on 4C network
marketing theory and network marketing analysismethod, which lays a theoretical
foundation for the next discussion. Next, this paper adopts the method of sampling survey,
focusing on five dimensions, such as brand building and management, consumer demand
strategy, cost strategy, convenience strategy and communication strategy, to investigate and
analyze the current situation of ZH Yangye Group's online marketing, and to know the
actual operation and sales of the company in online channels such as JD and Tmall
Mall. SWOT analysis method is used to analyze the network marketing environment of ZH
Sheep Industry Group,and the advantages anddisadvantages of the industry,the
advantages and disadvantages of the industrial value chain integration, the opportunities
and challenges faced by the enterprises themselves are made clear. Combined with the
I