我国茶饮行业品牌营销策略初探―以喜茶为例 A Preliminary Study on the Brand Marketing Strategy of China's Tea Industry —— Taking HeyTea as an Example 摘要新式茶饮品牌营销方式使客户能够通过行销策略了解公司产品以及对品牌的认知。构建品牌营销理念是企业获得持续性发展并保持竞争优势的有效途径之一。在新式茶饮品牌众多的行业形势下，行业的竞争情况也愈加激烈。如何在层出不穷的茶饮品牌及竞争中打造属于自己独特的品牌，单靠产品的力量是不够的。产品是核心，以产品撬动品牌杠杆，撬动口碑，品牌营销策划影响消费者共鸣，从而形成真正的品牌资产，成为有溢价的国际品牌。目前国内出色的品牌包括喜茶、奈雪、茶颜悦色、一芳、一点点等。他们的主打群体主流和营销模式各不相同，本文将通过挖掘喜茶现有的品牌营销策略，研究喜茶是如何利用品牌营销策略创造营销效益与吸引顾客粘性的，为中国的茶饮行业的品牌营销策略提供有价值的经验借鉴，促进行业的健康发展，促进经济的蓬勃发展。关键词：新式茶饮 品牌营销 品牌文化 顾客粘性AbstractThe new tea brand marketing method enables customers to understand the company's products and brand awareness through marketing strategies. Constructing the brand marketing concept is one of the effective ways for enterprises to obtain sustainable development and maintain competitive advantage. In the industry situation where there are many new-style tea brands, the competition in the industry is becoming fiercer. How to create your own unique brand in the endless stream of tea brands and competition, the power of products alone is not enough. Products are the core, leveraging brand leverage and reputation, and brand marketing planning affect consumers' resonance, thus forming real brand assets and becoming a premium international brand. At present, outstanding domestic brands include Xicha, Naixue, Chayanyue, Yifang, and a little bit. Their main group mainstream and marketing models are different. This article will explore the existing ...
