Analysis on Marketing Strategy of New Style Tea Drinks-- Case Study of Cha Yan Yue Se

Yingfan Hao

doi:10.54691/bcpbm.v39i.4261

Authors

Yingfan Hao

DOI:

https://doi.org/10.54691/bcpbm.v39i.4261

Keywords:

Differentiated marketing; new style tea drinks; Cha Yan Yue Se; social media; buzz marketing; 4C theory.

Abstract

In view of the vigorous development of China's new style tea beverage market, the market saturation has increased, and the competitiveness has become larger. Therefore, the way to seize the market share in the current market, brands are required to focus on differential development and highlight their own advantages. Based on the current development of the tea beverage market, this paper takes Cha Yan Yue Se as the object to make the research and analysis. Besides, the paper uses buzz marketing, 4C theory and other analysis methods to explore the marketing strategies that make the brand successful, and summarizes the current market trends, and proposes how to make full use of differentiated marketing in a saturated market environment to highlight the brand's own competitive advantages. It can provide reference for the development of Chinese new tea drinks.

Downloads

Download data is not yet available.

References

Wang Yingchang. An analysis of 4P marketing strategy of new tea drinks -- taking Cha Yan Yue Se as an example. Economist, 2020, (7).

Ye Tiantian, Wu Meizhen. Research on tea marketing strategy under the background of online celebrity economy -- take Hey Tea as an example. Tax Payment, 2019, (33).

Liu Jing, Liu Xuan, Chen Min, Li Jiayi. Research on the new media marketing strategy of enterprises based on the perspective of marketing 3.0 --taking Cha Yan Yue Se as an example. Modern Trade Industry, 2020, (1).

Zhou Fan. Analysis of the marketing strategy of Cha Yan Yue Se for generation Z based on the 4P theory. News Communication, 2022, (09): 12 - 14.

Huang Wenqian, Gao Han. Research on brand building based on design strategy management -- taking Cha Yan Yue Se as an example. Western Leather, 2019, 41 (21): 131 - 140.

Wang Xin. Research on social media buzz marketing of Cha Yan Yue Se based on SICAS model. MA Thesis. Hunan Normal University, 2021.

Wu Yanjue, Wen Xingzi. An analysis of the differentiated marketing strategy of China's new tea brands based on the 4V marketing theory -- taking Cha Yan Yue Se as an example. Market Modernization, 2020, (17): 91 - 93.

Mou Rong. Research on the impact of microblog opinion leaders on users' purchase intention. Jiangsu University, 2019.

Jiang Dong. Research on short video marketing mode of scenic spots based on SICAS model. Modern Business, 2022, (26): 49 - 51.

Wei Wenhan. Research on Hua Xi Zi’s buzz marketing strategy based on the 5T theory. Modern Marketing, 2022, (09): 26 - 28.