%0 Journal Article %T 电商平台的茶饮市场分析与营销策略——以霸王茶姬为例
Market Analysis and Marketing Strategies for Tea Beverages on E-Commerce Platforms—Taking the Case of Bawang Chaji as an Example %A 徐鑫 %J E-Commerce Letters %P 431-436 %@ 2168-5851 %D 2025 %I Hans Publishing %R 10.12677/ecl.2025.1461759 %X 本文以新兴茶饮品牌“霸王茶姬”为例,分析其在电商平台上的市场环境、表现以及营销策略,研究表明,中国新式茶饮市场规模持续增长,但竞争加剧、产品同质化与健康问题成为行业挑战。霸王茶姬凭借“东方茶,会世界友”的国风定位和差异化产品迅速扩张,营销策略上,霸王茶姬通过产品国风设计、中端定价、动态促销及社交媒体推广,提升品牌影响力。最后,本文建议优化线上渠道、加强联名合作,并深化健康化产品升级来应对市场挑战。
This study takes the emerging tea beverage brand “Bawang Chaji” as a case to analyze its market environment, performance, and marketing strategies on e-commerce platforms. Research indicates that China’s new-style tea beverage market continues to grow, but challenges such as intensified competition, product homogenization, and health concerns persist. Bawang Chaji has achieved rapid expansion by leveraging its Chinese-style brand positioning—“Oriental Tea, Connecting the World” and differentiated product offerings. In terms of marketing strategies, the brand enhances its influence through culturally inspired product designs, mid-range pricing, dynamic promotions, and social media campaigns. Finally, this paper proposes optimizing online channels, strengthening co-branding collaborations, and advancing health-oriented product innovations to address market challenges. %K 霸王茶姬, %K 营销策略, %K 市场分析
Bawang Chaji %K Marketing Strategy %K Market Analysis %U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116641