新茶饮行业的营销策略分析——以霸王茶姬为例
Analysis of Marketing Strategies in the New Tea Drinking Industry—The Case of Bawang Chaji

2018年霸王茶姬通过“大大杯”盲盒活动风靡网络，引起了国潮爱好者的关注，提高了网络知名度，并通过合理规划品牌发展，逐渐成为新茶饮行业的新秀。本文以霸王茶姬为案例，结合当前新茶饮行业发展现状、霸王茶姬的发展概况、产品概况、营销活动概况，分析其营销策略，不断优化霸王茶姬的营销策略，提升品牌竞争力。通过查阅多方资料、观看创始人的谈话访谈节目、行业分析报告进一步了解分析霸王茶姬如何新起、如何进军海外市场、如何扩大影响力。霸王茶姬有着清晰的品牌定位，强烈的使命愿景，加之多样的产品策略和多种营销策略，使得霸王茶姬在近几年快速得到发展，但从现状分析霸王茶姬仍存在不足之处。本文运用4P理论结合霸王茶姬的发展思路，优化其营销策略，给新茶饮行业的其他品牌提供新的发展思路，使得新茶饮行业更快更好地发展。
In 2018, Bawang Chaji became popular on the Internet through the “Dada Cup” blind box activity, which attracted the attention of the national trend enthusiasts, increased network awareness, and gradually became a newcomer in the new tea drink industry through rational planning of brand development. This paper takes Bawang Chaji as a case study, combining the current development status of the new tea drink industry, Bawang Chaji’s development profile, product profile, marketing activities profile, analyse its marketing strategy, and continuously optimise Bawang Chaji’s marketing strategy to enhance the competitiveness of the brand. Through reviewing various information, watching the founder’s talk show, industry analysis report to further understand and analyse how Bawang Chaji is new, how to enter the overseas market, how to expand its influence. Bawang Chaji has a clear brand positioning, a strong mission vision, coupled with a variety of product strategies and a variety of marketing strategies, so that Bawang Chaji in recent years, rapid development, but from the status quo analysis of the Bawang Chaji there are still shortcomings. This paper uses the 4P theory combined with the development of the Bawang Chaji’s ideas, optimise its marketing strategy, to the new tea drinks industry to provide new ideas for the development of other brands, making the new tea drinks industry faster and better development.