摘 要喜茶作为近几年来“网红茶饮”的代表，朝着其年轻化、科技化和全球化愿景靠近。喜茶所属的深圳美西西餐厅管理有限公司总部设立在深圳，该品牌通过向消费者传达“灵感、酷、设计、禅意”的理念，不断推陈出新为广大消费者提供其充满新意的产品，并通过持续提升其产品品质与服务为消费者创造更好的体验。随着全国各地越来越多直营店的开设，喜茶对其网红营销的摸索与改善，使其不断成长且发展逐渐趋于平稳。曾经爆红的喜茶是如何做到从同期竞争者中脱颖而出且热度不减，又是如何将野心探出国门，这背后与其采用的网红营销紧紧相扣，本文以喜茶作为研究主题，将对网红营销发展的现状及喜茶的网红营销策略进行分析，探索喜茶在网红营销过程中独具一格的特色，和其营销过程中存在的不足，加以案例分析并给出启示，最后结合研究结果给出相应的改进性建议。关 键 词 ：喜茶；网红营销；喜茶的网红营销AbstractAs a representative of “influencial drink brand” in recent years, HEYTEA has approached its vision of youthfulness, technology and globalization. The headquarters of Shenzhen Meixixi Restaurant Management Co., Ltd., which belongs to HEYTEA, is located in Shenzhen. The brand conveys the concept of “inspiration, cool, design and Zen” to consumers, and continuously introduces new products to consumers. Create a better experience for consumers by continuously improving their product quality and service. With the opening of more and more direct-operated stores across the country, HEYTEA has explored and improved its marketing , making it grow and develop gradually. Once blasting HEYTEA is how competitors from the same period and heat, and how will ambitions out abroad, rather than using the web celebrity marketing tightly behind this clasp, as the research subject, this paper takes HEYTEA will be to the web celebrity marketing development present situation and the HEYTEA web celebrity marketing strategy analysis, to explore HEYTEA unique features in the process of we...
