基于喜茶创业过程的营销策略分析

XCLW48818  基于喜茶创业过程的营销策略分析  (字数：11341)

征着中国源远流长的传统文化，但随着经济的飞速发展，社会发展步伐的加快，越来越多的都市年轻人无法停下脚步细细品茶。然而当代年轻人追求健康，又佛系，加上茶的功效、文化，又使得年轻人成为茶饮茶饮市场的潜力消费者。并且伴随着互联网快速发展，新媒体传播的作用也愈发不容小觑。网红经济这种新型的产业营销模式犹如雨后春笋般涌现出来。当中国的传统茶遇上新潮的奶盖，加之互联网与新媒体传播的助力，喜茶诞生了，经过6年的潜心发展，在2018年成为新一代年轻人备受关注的新式茶饮。本文首先分析了喜茶的创始及发展历程，基于4P的营销理论，从产品、价格、渠道和促销营销策略四个方面，寻找营销中存在的问题，最后对喜茶的营销策略做出总结。希望能够对当前网红茶饮店的营销提供参考意见。

关键词：网红经济；营销策略；喜茶；

Abstract

China is the hometown of tea tea symbolizes China's long-standing traditional culture but with the rapid development of economy and the pace of social development more and more urban young people can not stop to taste tea carefully. However contemporary young people's pursuit of health and Buddhism coupled with the efficacy and culture of tea make young people become potential consumers of tea drinking market. And with the rapid development of the Internet the role of new media communication is not to be underestimated. Network red economy this new type of industrial marketing model like springing up. When the traditional Chinese tea was born with the help of the new milk cover combined with the help of the Internet and the new media communication the tea was born and after six years of dedicated development it became a new type of tea drink that a new generation of young people paid much attention to in 2018. First this paper analyzes the founding and development of tea then based on four P marketing theory deeply rooted in the "product price channel promotion" four aspects of its marketing strategy looking for the problems in marketing and finally make a summary of the marketing strategy of tea. Hope to be able to the current network red tea shop marketing advice

Keywords: net red economy; marketing strategy; tea;

目录

一、 引言1

（一） 选题背景1

（二） 选题意义1

二、 喜茶创业案例介绍2

（一） 公司背景2

（二） 发展历程2

三、 喜茶营销策略分析4

（一） 从4P的角度分析喜茶的营销策略4

1． 产品（Product）4

2． 价格（Price）5

3． 渠道（Place）5

4． 促销（Promotion）6

四、 喜茶营销策略出现的问题7

（一） 产品策略方面7

（二） 价格策略方面7

（三） 渠道策略方面7

（四） 促销策略方面7

五、 喜茶营销策略问题的对策7

（一） 产品策略7

（二） 价格策略8

（三） 渠道策略8

（四） 促销策略8

总结9

参考文献10