喜茶营销策略研究.docxVIP

PAGE 喜茶营销策略研究 摘 要 茶文化一直是我们中国延续至今的传统文化，直到现在依旧是有许多人延续着喝茶的这种习惯。不同的群体有不同的偏好，“茶”也不例外。老一辈的消费者喜欢喝传统的茶叶泡茶，而年轻群体则更喜欢口味丰富的饮品。于是越来越多的咖啡店、奶茶店和茶饮店应运而生，喜茶便是其中之一。而喜茶通过他的产品品质、营销手段等优势，收到了广大年轻消费者的青睐，现在已经成为了茶饮界的佼佼者。因此本文意在探讨喜茶的营销方式及其存在的问题。现今早已是网络时代，在这样的背景下，越来越多消费者在会在网上分享自己的生活，渐渐地，某些品牌会为广大消费者所知晓，从而刺激他们的消费，继而成为人们口中的网红品牌。不仅如此，行业之间的合作也为这些网红品牌带来了新的发展机遇。茶饮行业也因为这种背景下逐渐成长，不可否认，现今网红茶饮的发展势头已经越来越好。 关键词：喜茶；宏观环境；态势分析；目标市场营销；营销策略 Research on the marketing strategy of HEYTEA Abstract Tea culture has been a traditional culture in China till now. Until now, there are still many people who continue the habit of drinking tea.Different groups have different preferences, and tea is no exception.While the older generation of consumers prefer to drink traditional tea leaves, the younger generation prefers more flavorful drinks.As a result, more and more coffee shops, milk tea shops and tea shops emerged, xi tea is one of them.Through his product quality, marketing methods and other advantages, xi tea has received the favor of the majority of young consumers, and now has become the leader of the tea industry.Therefore, the purpose of this paper is to discuss the marketing mode of tea and its existing problems.Now is the Internet era, in this context, more and more consumers will share their lives on the Internet, gradually, some brands will be known by the majority of consumers, so as to stimulate their consumption, and then become peoples mouth web celebrity brand.Not only that, the cooperation between the industry also brings new development opportunities for these web celebrity brands.The tea drink industry also grows gradually because of this kind of background, there is no denying that the development momentum of todays net black tea drink has been getting better and better. ?Keywords: HEITEA; Macro environment, SWOT, STP, Marketing Strategy 目录 TOC \o 1-3 \h \z \u 一、 绪论 7 (一) 研究主题 7 (二) 研究背景 7 (三) 研究目的 8 (四) 研究方法 8 1. 文献资料法 8 2. 实地调查法 8 3. 问卷调查法 8 (五) 研究框架 9 二、 文献综述 10