霸王茶姬“国风茶饮”营销策略研究
Research on Marketing Strategy of CHAGEE’s “National Style Tea Drink”

目前，中国新式茶饮市场已经呈现出新的面貌，从原料、产品和营销等方面都在寻找新的道路。随着消费观念与消费能力的持续提升，新式茶饮市场的未来仍然势不可挡，但同时也面临着同质化严重、竞争激烈等问题。在此市场环境中，2017年成立的新式茶饮品牌霸王茶姬在近几年的发展突飞猛进。在巨大的竞争压力下，霸王茶姬以其“原叶鲜奶茶”的主打产品和“新中式国风茶饮”的品牌定位形成差异化的品牌形象，从而在近乎饱和的茶饮市场中脱颖而出。这彰显出“国风茶饮”营销策略所潜藏的巨大商机。基于此，本文以霸王茶姬“国风茶饮”营销策略为研究对象，分析其潜在的困难与挑战，尝试为“国风茶饮”的营销策略提出优化建议，以期助力我国新式茶饮产业的蓬勃发展。
At present, China’s new tea market has taken on a new look, looking for a new way from raw materials, products and marketing. With the continuous improvement of consumption concept and consumption power, the future of the new tea drink market is still very impressive, but it also faces serious homogenization, fierce competition and other problems. In this market environment, CHAGEE, a new tea drinking brand established in 2017, has developed by leaps and bounds in recent years. Under the huge competitive pressure, CHAGEE differentiated itself with its main product of “original milk tea” and brand positioning of “new Chinese style tea drink”, thus standing out in the nearly saturated tea market. This highlights the huge business opportunities hidden in the marketing strategy of “national tea drink”. Therefore, this paper takes CHAGEE’s “national style tea drink marketing” strategy as the research object, analyzes its current difficulties and challenges, and tries to put forward optimization suggestions for “national style tea drink” marketing strategy.