论喜茶在“互联网+”环境下的营销策略 On the marketing strategy of Hey Tea under the "Internet +" environment 内容摘要□□随着现代社会经济发展的速度不断提高，人们的物质生活水平得到的很大的提升，与以前的人们相比，现代的年轻人更加注重享受生活，但现在人们的生活节奏加快，那种需要慢慢沏茶、冲茶的传统喝茶模式，已经不太适合当今的年轻人。因此，在这个社会环境的影响下，冒出了一个新型行业——新式茶饮。像喜茶、奈雪の茶这一类型的新式茶饮品牌在这样的市场环境下，经过口味、外观的改良之后，迎合年轻人市场，发展迅速。可以说现在我们在国内许多城市的街头上，都可以看到他们的踪影，甚至在朋友圈、微博等社交平台上也会常常看到他们产品的图片。虽然说喜茶通过对自身产品的创新和注重品牌化发展这个策略，成功获得消费者和投资人的青睐。但是，在成功的背后喜茶也有它的危机，在爆火的状态下，喜茶爆出了后厨环境脏乱差、饥饿营销等问题。本文是以喜茶为研究对象，以喜茶在互联网+环境下的营销策略为研究课题，分析喜茶的营销策略，发掘出互联网+营销的优势。并且会针对喜茶现在的营销策略存在的问题进行分析和给出优化的建议，使喜茶的营销策略能够更好地与“互联网+”融合并为其他新中式茶饮企业的发展提供参考。□□关键词: 互联网+ 营销策略 喜茶 茶饮Abstract □With the continuous improvement of the economic development speed of modern society, people's material living standards have been greatly improved. Compared with the old people, modern young people pay more attention to enjoying life, but now people's pace of life is speeding up, the traditional tea-drinking mode that requires slowly brewing tea is not suitable for today's young people. Therefore, under the influence of this social environment, a new industry emerged——new tea drink. Like HEYTEA 、 NAYUKI this type of new tea brand in such a market environment, after taste and appearance improved, cater to the youth market, is developing rapidly. Now we can say that on the streets of many cities in our country, we can often see them, even in...
