社交媒体时代喜茶品牌联名营销研究
Research on the Co-Branding Marketing of Heytea in the Era of Social Media

本研究聚焦社交媒体时代喜茶品牌联名营销，旨在剖析其策略、问题并提出建议。社交媒体蓬勃发展，品牌联名营销成为热门趋势，喜茶借此扩展市场份额。研究发现，社交媒体为喜茶联名营销带来提升品牌曝光和知名度、增加用户互动与参与度、实现实时反馈和数据分析等机遇。但同时，喜茶面临品牌一致性受挑战、信息超载致消费者混淆、社交媒体负面反馈处理难等问题。为此，建议喜茶精细选择合作伙伴，确保目标受众重合、品牌理念契合；创造有趣内容和体验，从产品设计到互动活动创新；建立完善社交媒体管理机制，及时处理反馈、引导正面评价。未来，喜茶可拓展合作领域，利用新兴技术创新体验，持续优化策略，保持品牌竞争力。本研究成果为喜茶及其他品牌的社交媒体联名营销提供参考，推动该营销模式创新发展。
This study focuses on the co-branding marketing of Heytea in the era of social media, aiming to analyze its strategies, problems and offer suggestions. With the vigorous development of social media, co-branding marketing has become a popular trend, and Heytea has taken advantage of it to expand its market share. The research finds that social media brings Heytea opportunities such as enhancing brand exposure and awareness, increasing user interaction and participation, and achieving real-time feedback and data analysis for its co-branding marketing. However, Heytea also faces challenges such as brand consistency being challenged, consumer confusion due to information overload, and difficulty in handling negative feedback on social media. Therefore, it is suggested that Heytea carefully select partners to ensure the overlap of target audiences and the alignment of brand concepts; create interesting content and experiences, from product design to interactive activities; and establish a complete social media management mechanism to handle feedback in a timely manner and guide positive evaluations. In the future, Heytea can expand its cooperation fields, utilize emerging technologies to innovate experiences, and continuously optimize its strategies to maintain brand competitiveness. The research results provide references for Heytea and other brands’ social media co-branding marketing, promoting the innovative development of this marketing model.