网红茶饮店营销策路分析—以喜茶为例

这几年以来，市场上出现了很多具有广泛影响力的“网红”餐饮品牌，他们的营销模式帮助他们获得了很突出的业绩，然而，这个行业进入门槛低，竞争非常激烈。在这一市场中，新茶品牌更是异军突起。经过口味和颜值的改良以后，它迎合了年轻人市场，并迅速发展起来。
本文以实地调查与案例分析的研究方式，选取“网红”餐饮品牌—新一代茶饮企业喜茶为例，采用PEST和五力模型对其外部环境进行分析，利用SWOT分析总结其优势与劣势、机会与威胁，并解释了喜茶在品牌构建、产品个性化、新媒体利用等方面的创意营销模式以及4P营销策略，分析其如何发展壮大，在此基础上，提出可供给其他产品的建议。
关键词：喜茶；营销策略；网红茶饮
 

Abstract
In recent years, there have been many influential "Internet celebrity" catering brands in the market, whose marketing model has helped them to achieve outstanding results, but the entry threshold of this industry is low, and the competition is extremely fierce. Under such a blank market, the new tea drinking brand of "Hey Tea" emerges. After improving its taste and appearance, tea drinking caters to the young people's market and develops rapidly.
In this paper, the research methods of field investigation and case analysis are used to select the "net red" catering brand-The new generation tea drinking enterprises as an example. PEST analysis and SWOT analysis are carried out on its marketing strategy. Then, the creative marketing model and 4P marketing strategy in brand building, product personalization, new media utilization are analyzed to see how it develops and grows. Based on this, the paper puts forward some suggestions for its development. Suggestions for his catering brand reference.
Key words: Hey Tea; Marketing Strategy; Internet celebrity tea 

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】