基于SWOT模型的新中式茶饮品牌营销策略分析——以霸王茶姬为例
Analysis of Marketing Strategies for New Chinese Tea Beverage Brands Based on SWOT Model—A Case Study of CHAGEE

近年来，随着消费者对中国传统文化认同度的不断增强，茶饮行业迎来了一股国潮风潮。众多新兴的茶饮品牌以新中式茶饮为特色，迅速崛起。而新崛起的新中式茶饮品牌为了能在激烈的市场竞争中获得一席之地，必须充分地认识市场变化和自身发展状况，并制定长远发展策略。本文通过SWOT模型分析了新中式茶饮品牌霸王茶姬的营销策略。提出新中式茶饮品牌应进一步提升供应链管理效率，加强原料健康宣传，以实现可持续发展，推动中国茶文化的全球传播等策略建议。
In recent years, as consumers’ recognition of Chinese traditional culture continues to increase, the tea industry has ushered in a China-Chic. Many emerging tea beverage brands have rapidly emerged with the new Chinese style tea beverage as their characteristic, while some well-known tea beverage brands have also launched innovative drinks with Chinese elements, jointly promoting the development of this trend. In order to gain a foothold in the fierce market competition, newly emerging Chinese tea beverage brands must fully understand market changes and their own development status, and formulate long-term development strategies. This article analyzes the marketing strategy of the new Chinese tea drink brand “CHAGEE” through the SWOT model; and proposes strategic recommendations to further improve the efficiency of supply chain management, strengthen the promotion of healthy raw materials, achieve sustainable development, and promote the global dissemination of Chinese tea culture for new Chinese style differentiated brands.