新茶饮行业发展困境分析及对策研究——以沪上阿姨为例
Analysis of Development Dilemmas and Countermeasures in the New Tea Beverage Industry—A Case Study of AUNTEA JENNY

沪上阿姨作为新茶饮市场的重要一员，其当前的发展态势无疑值得社会各方的高度关注。该品牌以其独特的品牌定位和产品特色，在竞争激烈的市场环境中占得了一席之地，展现出了强大的市场潜力。然而，在竞争日益激烈的市场环境下，沪上阿姨面临着品牌竞争力、产品品控、营销策略三大方面问题。对此，沪上阿姨应积极主动寻求解决之道，有效化解发展难题。品牌竞争力方面，深入开展市场调研工作，精确地把握市场走向，更好地满足消费者的实际需求，进一步提升市场竞争力；产品品控方面，严格遵守食品安全和卫生管理的相关规定，高度重视员工培训工作，加强门店的卫生管理和监督检查；营销策略方面，洗刷“联名”负面标签，注重品牌形象打造，运用多元化的营销策略，提高品牌曝光度和市场占有率。
As an important member of the new tea beverage market, AUNTEA JENNY’s current development trend undoubtedly deserves high attention from all sectors of society. This brand, with its unique brand positioning and product features, has gained a foothold in the fiercely competitive market environment and demonstrated strong market potential. However, in the increasingly competitive market environment, AUNTEA JENNY faces three major issues: brand competitiveness, product quality control, and marketing strategy. In this regard, AUNTEA JENNY should actively seek solutions and effectively resolve development challenges. In terms of brand competitiveness, we will conduct in-depth market research to accurately grasp market trends, better meet the actual needs of consumers, and further enhance market competitiveness. In terms of product quality control, we strictly adhere to relevant regulations on food safety and hygiene management, attach great importance to employee training, and strengthen the hygiene management and supervision inspection of our stores. In terms of marketing strategy, we should wash away the negative label of “co branding”, focus on brand image building, use diversified marketing strategies, and increase brand exposure and market share.