消费心理学视域下奶茶品牌社群营销策略探析
Analysis on the Community Marketing Strategy of Milk Tea Brand from the Perspective of Consumer Psychology

近年来，我国奶茶市场急剧扩张，为了更好地理解消费者的消费心理、满足消费者不断升级的消费需求，社群营销逐渐成为奶茶品牌开展营销活动的有效手段和重要策略。本研究首先阐释了消费心理学和社群营销的基本概念，对我国消费心理学的发展及社群营销的研究现状等相关理论背景作出概括，而后探寻二者之间客观存在的契合点，分析奶茶品牌社群营销引入消费心理学的三重价值意蕴，进而深入讨论了马斯洛需求层次理论、沉锚效应、凡勃伦效应和损失厌恶等原理在奶茶品牌社群营销中的具体应用，为奶茶品牌提升社群营销实效提供了可借鉴的应用方案，最后基于科学技术的发展情况，简要描绘了奶茶品牌实现社群营销和消费心理学有机融合的未来图景。
In recent years, the milk tea market in China has experienced rapid expansion. In order to gain a better understanding of consumer psychology, and to meet the ever-evolving demands of consumers, community marketing has gradually emerged as an effective and important strategy for milk tea brands. The study first elucidates the fundamental concepts of consumer psychology and community marketing, provides an overview of the development of consumer psychology and the research status of community marketing in China, explores the convergence point between the two, and analyzes the triple value implication of integrating consumer psychology into milk tea brand’s community marketing. Furthermore, it delves into the specific application of Maslow’s hierarchy of needs theory, anchoring effect, Veblen effect, loss aversion, and other principles in social marketing for milk tea brands to offer a reference framework for enhancing the efficacy of social marketing. Lastly, based on technological advancements, this paper briefly outlines the future prospect for milk tea brands to achieve seamless integration between community marketing and consumer psychology.