摘要
我国现制茶饮料已经进入了新时代。由于入行门槛低,产品利润高,大量现制茶饮料品牌如雨后春笋般涌现。如今的新式茶饮市场仍然具有较大的发展空间。为促进新茶饮品牌长期健康发展,本文利用市场分析模型,对新式茶饮行业的现状进行分析,并以喜茶为例,研究该企业的经营模式和营销策略,为新茶饮品牌提供可借鉴的发展策略和创新思路,帮助新茶饮品牌有效应对复杂多变的市场环境,提升品牌核心竞争力,获取更高的市场占有率。
China's tea beverage have currently entered into a new era.Due to the low entry threshold and high product profits of the industry,a large number of brands have sprung up.However,the current new tea beverage market still has significant space for development.In order to help new tea beverage brands growing healthily in the long term,this research uses a market analysis model to assess current situation of the new tea beverage industry,and take HEYTEA as an example to study its business model and marketing strategy,providing valuable directions and innovative ideas for other brands'development,which can also effectively helping brands cope with complex and ever-changing market environments,enhancing their core competitiveness,and gaining more market share.
作者
谭婕
TAN Jie(Guiyang University,Guiyang Guizhou 550005,China)
出处
《贵茶》
2023年第3期73-80,共8页
Journal of Guizhou Tea
关键词
新式茶饮
经营模式
品牌竞争力
市场环境
喜茶
New Tea Beverage
Business Model
Brand Competitiveness
Market Environment
HEYTEA
作者简介
谭婕(1995-),女,贵州贵阳人,硕士,助教,主要从事经济学研究。E-mail:137734472@qq.com.
