差异化市场营销策略探析——以X奶茶品牌为例  

Analysis of Differential Marketing Strategy——Through Taking X Milky Tea Brand as an Example

作　　者：张雷 Zhang Lei(Xi’an Urban Agricultural College,Xi’an 710114,China)

机构地区：[1]西安城市建设职业学院,西安710114

出　　处：《黑龙江科学》2023年第9期149-151,共3页Heilongjiang Science

摘　　要：差异化的营销策略是企业占据市场竞争优势的有效手段,分析新式茶饮市场的基本情况及X奶茶品牌的差异化市场营销策略发现:我国奶茶市场竞争品牌众多,行业门槛较低,消费者普遍能够接受价格区间在10~15元的奶茶,X奶茶品牌主要采用产品差异化、市场差异化、联名创新提升热度等差异化营销策略立足于我国奶茶市场。找准市场定位、稳固粉丝群体,多维度营销、提升品牌价值是奶茶品牌持续健康发展的有效途径。Differential marketing strategy is the effective means for enterprises to occupy market competitive advantage.The study analyzes the basic situation of new tea drinking market and the differential marketing of X milky tea brand.It is found that the competitive brands of milky tea market in China are a lot,and industry admittance is low.The consumers’acceptance price of the is 10~15 yuan.X milk tea mainly adopts product differentiation,market differentiation,and joint innovation,etc.to enhance heat and other differential marketing strategies to establish its brand in the Chinese milk tea market.It is an effective way to find correct market positioning,stabilize the fans,adopt multi-dimensional marketing method,and enhance the brand value.

关 键 词：差异化 市场营销 营销策略 奶茶品牌 

分 类 号：F274[经济管理—企业管理]