电商平台的茶饮市场分析与营销策略——以霸王茶姬为例
Market Analysis and Marketing Strategies for Tea Beverages on E-Commerce Platforms—Taking the Case of Bawang Chaji as an Example

本文以新兴茶饮品牌“霸王茶姬”为例，分析其在电商平台上的市场环境、表现以及营销策略，研究表明，中国新式茶饮市场规模持续增长，但竞争加剧、产品同质化与健康问题成为行业挑战。霸王茶姬凭借“东方茶，会世界友”的国风定位和差异化产品迅速扩张，营销策略上，霸王茶姬通过产品国风设计、中端定价、动态促销及社交媒体推广，提升品牌影响力。最后，本文建议优化线上渠道、加强联名合作，并深化健康化产品升级来应对市场挑战。
This study takes the emerging tea beverage brand “Bawang Chaji” as a case to analyze its market environment, performance, and marketing strategies on e-commerce platforms. Research indicates that China’s new-style tea beverage market continues to grow, but challenges such as intensified competition, product homogenization, and health concerns persist. Bawang Chaji has achieved rapid expansion by leveraging its Chinese-style brand positioning—“Oriental Tea, Connecting the World” and differentiated product offerings. In terms of marketing strategies, the brand enhances its influence through culturally inspired product designs, mid-range pricing, dynamic promotions, and social media campaigns. Finally, this paper proposes optimizing online channels, strengthening co-branding collaborations, and advancing health-oriented product innovations to address market challenges.