4I视角下的新中式茶饮品牌营销策略分析
Marketing Strategy Analysis of Neo-Chinese Style Tea Drink Brands from the Perspective of 4I Theory

近年来，国潮复兴与数字经济双重驱动下，新中式茶饮品牌以年均15.7%的增速(NCBD数据)重构升级消费市场。一方面拓展消费群体，挖掘潜在的消费力量；另一方面探索产品创新和营销玩法的新空间，打造持续的消费热点。本研究基于4I理论框架，拆解“新”“中”“式”的品牌传播理念，解构喜茶、霸王茶姬等头部品牌营销实践。研究发现：通过个性化定位实现圈层渗透、趣味化叙事激活文化记忆、仪式化互动强化品牌认同、品质化供给满足功能需求，这种四位一体营销方式，推动品牌从“行业竞争”转向“文化转译竞争”，在保留传统文化范式的同时，又注入新的文化意义，构成新中式茶饮独特的四位一体传播范式。
Under the dual drivers of national tide resurgence and digital economy, new Chinese-style tea drink brands have been reconstructing consumer market with an annual growth rate of 15.7% (NCBD data). On one hand, they expand consumer groups and tap into potential consumer power; on the other, they explore new spaces for product innovation and marketing strategies to create sustained consumption hotspots. Based on the 4I theoretical framework, this study deconstructs the communication patterns of “newness”, “Chineseness”, and “style” in new Chinese-style tea drinks, such as Xicha and Ba Wangchaji. The study finds that through personalized positioning for niche penetration, fun-oriented narratives to activate cultural memory, ritualized interactions to strengthen brand identity, and quality supply to meet functional demands, a four-in-one marketing approach has emerged. This approach drives brands to shift from “industry competition” to “cultural reinterpretation competition”, preserving traditional cultural paradigms while injecting new cultural meanings. It constitutes a unique four-in-one communication paradigm for new Chinese-style tea drinks.