第 2 页 共 30 页 目 录摘要......................................................................4Abstract..................................................................5第一章 绪论...............................................................61.1 研究背景...........................................................61.2 研究意义...........................................................61.3 研究方法...........................................................7第二章 理论综述...........................................................82.1 “一带一路”战略...................................................82.1.1 丝绸之路的文化内涵...........................................82.1.2 “一带一路”与经济全球化.....................................82.2 茶产品网络营销.....................................................82.2.1 网络营销.....................................................82.2.2 茶产品特性...................................................82.2.3 茶产品网络消费行为分析.......................................92.3 茶产品跨文化营销..................................................102.3.1 文化差异....................................................102.3.2 跨文化营销..................................................102.4 电子商务相关概念..................................................102.4.1 B2C 模式.....................................................102.4.2 O2O 模式.....................................................102.4.3 跨境电商....................................................11第三章 我国茶产品市场现状及分析..........................................123.1 我国茶产品市场概况................................................123.2 我国茶产品跨文化营销现状及问题....................................163.2.1 中外茶文化差异..............................................163.2.2 我国茶产品跨文化营销现状及问题..............................173.3 我国茶产品网络营销现状及问题......................................183.3.1 我国茶叶电商市场发展...
