市场营销-喜茶的品牌营销策略分析论文
发布时间：2021-03-02 来源：文档文库
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摘 要
近年来，伴随着消费升级与健康观念的盛行，茶饮市场进入了快速发展的阶段，茶饮市场内细分出一个新的消费热点，即新式茶饮。加之资本的推助下，使茶饮市场拥有勃勃生机和广阔的前景，喜茶、奈雪的茶、一点点、乐乐茶等多家茶饮品牌相涌而出，但市场竞争日益激烈，产品日益同质化。在此背景之下，喜茶异军突起，发挥品牌营销策略的作用，夺取了新式茶饮品牌的龙头位置，模式也被越来越多的同行所效仿。本文以喜茶品牌为实例，在分析茶饮行业现状的基础上，重点分析喜茶品牌营销策略的五个方面:品牌定位、品牌体验、品牌传播、品牌延伸、品牌连锁；并总结出喜茶在品牌营销策略方面的成功经验，包括：保证产品品质、差异化竞争、强调品牌载体、重视消费体验等，借此为其他同行企业提供有效地借鉴，同时对我国茶饮发展提供有益的参考。
关键词：新式茶饮；喜茶；品牌营销策略
Abstract
In recent years, with the upgrading of consumption and the prevalence of the concept of "cultivation and self-cultivation", the tea market has entered a stage of rapid development, and a new consumer hot spot has emerged in the market segment, that is, new style tea. With the help of capital, the tea market has a vigorous vitality and unlimited prospects. Many tea brands, such as HEYTEA, Nayuki, a little-tea, and LELETEA, have emerged. They are fighting for beauty and blooming. However, the market competition is becoming fiercer and the products are becoming more homogeneous. Under this background, Xicha emerged suddenly and played the role of brand marketing strategy. In just seven years, it gradually developed from a small shop with less than 20 square meters to LAB laboratory, seizing the position of China's tea industry leader. . This article is devoted to taking the Hi tea brand as an example. Based on the analysis of the status of the tea beverage industry, it focuses on the five aspects of the HEYTEA brand marketing strategy: brand positioning, brand experience, brand communication, brand extension, brand chain, and summarizes the tea Successful experience in brand marketing strategies, including: ensuring product quality, differentiated competition, emphasizing brand carriers, and emphasizing consumer experience, etc., in order to provide other peer companies with effective reference information and make their brands bigger and stronger Tea development provides a useful reference.
Keywords: New-style tea drinks; HEYTEA; Brand marketing strategy
目 录
1 引 言 ....................................................... 1 1.1 研究背景........................................................ 1 1.2 研究意义........................................................ 2 1.2.1 理论意义...................................................... 2 1.2.2 现实意义...................................................... 2 1.3 研究现状........................................................ 2 1.3.1 国外研究现状.................................................. 2 1.3.2 国内研究现状.................................................. 3 2 品牌营销策略理论分析 ............................................ 4 2.1 品牌概念........................................................ 4 2.2 品牌营销........................................................ 4 2.2.1 品牌外部性.................................................... 4 2.2.2 品牌内在性.................................................... 5 2.2.3 品牌整合化.................................................... 5 2.2.4 品牌识别...................................................... 5 2.3 茶饮品牌营销.................................................... 5 3 喜茶的品牌营销分析 .............................................. 6 3.1 喜茶品牌简介.................................................... 6 3.2 品牌定位........................................................ 7 3.2.1 产品是品牌的基石.............................................. 7 3.2.2 形象是品牌的标识.............................................. 8 3.3 品牌体验....................................................... 10 3.3.1 情感体验..................................................... 10 3.3.2 氛围体验..................................................... 10 3.3.3 感官体验..................................................... 10 3.3.4 社会体验..................................................... 11 3.4 品牌传播....................................................... 11 3.4.1 利用饥饿营销进行口碑传播
