整合营销传播视野下我国新式茶饮品牌的差异化营销战略探析  

Analysis of Differentiated Marketing Strategies of China’s New Tea Drink Brands from the Perspective of Integrated Marketing Communication

作　　者：黄晓羽[1] HUANG Xiaoyu(Guangxi College of Water Resources and Electric Power Nanning,Guangxi 530023)

机构地区：[1]广西水利电力职业技术学院,广西南宁530023

出　　处：《中国商论》2023年第16期86-89,共4页China Journal of Commerce

基　　金：2023年度广西高校中青年教师科研基础能力提升项目“新媒体视域下新式茶饮品牌营销策略优化研究”(2023KY1127)。

摘　　要：随着茶饮消费市场的不断升级,人们的消费行为习惯随之改变,各类新式茶饮应运而生,茶饮品牌的市场竞争日趋激烈,茶饮市场也在为不断满足消费者日益提高的多样化需求努力寻找一种全新的营销模式。其中,Y品牌凭借独特的产品定位和差异化的良好口碑获得较高的市场占有率。本文以整合营销为切入点,剖析Y品牌差异化营销的成功案例,并提出我国新式茶饮品牌差异化营销的对策建议,希望帮助企业在激烈的市场竞争中明确发展方向。With the continuous upgrading of the consumer market of tea drinks,people’s consumption behaviors have changed,with new types of tea drinks coming into being,and the competition in the market of tea drink brands has become increasingly fierce,and the tea drinks market is also trying to find a new marketing model to meet the increasingly diversified needs of consumers.In particular,Brand Y has gained a high market share through its unique product positioning and differentiated good reputation.This paper takes integrated marketing as the breakthrough,analyses the successful differentiated marketing of brand Y,and puts forward countermeasures of the differentiated marketing of new tea drink brands in China,hoping to help enterprises in the fierce market competition to clarify the trend of development.

关 键 词：整合营销 新式茶饮 互联网 品牌 消费市场 

分 类 号：F274[经济管理—企业管理]