摘 要

饮料行业一直是一个差异较小、竞争激烈的行业，不少茶饮品牌在快速扩张后走向下坡路，而喜茶却获得了持续的关注度，成为行业的最大黑马。喜茶从近一年刚刚进入公众视野，到迅速扩张获得巨额融资，其发展历程中成功的品牌推广起到至关重要的作用。然而在喜茶之前就涌现出许多网红店，他们的命运多半惨淡而终，如果喜茶不能克服经营管理上的问题，将会重蹈覆辙。在此，研究喜茶的营销策略，对于提高喜茶品牌的可持续发展能力就有着关键的作用，也对同类别其他品牌有着启示作用。

本文将从营销策略的角度出发、运用所学知识，分析探索喜茶成功背后的秘密，并针对现有状况提出利于未来长期发展的建议。在这篇文章中主要是用一些广泛采用的经典的理论方法，先通过PEST模型分析喜茶经营管理所处的外部环境，其次使用五力模型来分析喜茶的竞争优势与劣势，再次使用4Ps方法分析喜茶发展现状，其中穿插着调查结果的汇总分析，最后整合上述内容，给出参考建议。

喜茶的成功离不开互联网的社交媒体的普及，但是过度的依赖于这种方式，摆脱不了网红固有的负面形象，只会适得其反。本文主要结论是，作为茶饮行业中的一员，只有不断提高产品质量，转变饥饿营销、盲目跟随网红经济大流的营销方式，以此提高品牌影响力才能在长期的竞争中立于不败之地。

关键词：喜茶；奶茶；营销策略

Research on Marketing Strategies for HEYTEA

ABSTRACT

The beverage industry has always been an industry with little difference and fierce competition. After many tea brands have gone downhill after rapid expansion, HEYTEA has received continuous attention and become the biggest dark horse in the industry. HEYTEA has just entered public view in the past year, and it has rapidly expanded to obtain huge financing. The successful brand promotion in the development process has played a crucial role. However, before the HEYTEA emerged many net red shops, their destiny is mostly bleak, if the HEYTEA can not overcome the problems of management, will repeat the mistakes. Here, the study of HEYTEA marketing strategy has a key role in improving the sustainable development of Hi tea brand, and it also has enlightenment for other brands in the same category.

This article will proceed from the perspective of marketing strategy, use what has been learned, analyze and explore the secret behind the success of HEYTEA, and propose suggestions for future long-term development based on the current situation. In this article, we mainly use some widely used classical theoretical methods. First, analyze the external environment of HEYTEA management through PEST model, and then use the five-force model to analyze the competitive advantages and disadvantages of HEYTEA. Use 4Ps again. Methods analyze the status quo of HEYTEA development, among which a summary analysis of the survey results is interspersed. Finally, the above content is integrated and reference suggestions are given.

HEYTEA’s success does not be separated from the popularity of the Internet's social media, but over-reliance on this approach, can not get rid of the inherent negative image of Internet Red, it will only be offensive. This article concludes that as a member of the tea industry, only by continuously improving product quality, transforming hunger marketing, blindly following the marketing strategy of the net economy, in order to increase brand influence can be invincible in the long-term competition.

Key words：HEYTEA；milk tea；research on marketing

目 录

1 绪论 - 1 -

1.1 研究目的及意义 - 1 -

1.2 研究内容和方法 - 1 -

1.3 背景介绍 - 1 -

1.3.1 行业介绍 - 1 -

1.3.2 企业介绍 - 4 -

2 市场环境分析 - 5 -

2.1 宏观外部环境PEST分析 - 5 -

2.1.4 政治因素 - 5 -

2.1.2 经济因素 - 5 -

2.1.3 社会因素 - 6 -

2.1.4 技术因素 - 6 -

2.2 五力竞争环境分析 - 6 -

2.2.1 主要竞争者 - 7 -

2.2.2 潜在竞争者 - 9 -

2.2.3 替代产品 - 10 -

2.2.4 供应商 - 10 -

2.2.5 购买者 - 11 -

3 喜茶的营销组合策略 - 13 -

3.1 产品策略 - 13 -

3.2 价格策略 - 14 -

3.3 渠道策略 - 15 -

3.4 促销策略 - 16 -

4 发展建议 - 18 -

4.1 打造品牌差异性 - 18 -

4.2 转变营销方式 - 18 -

4.3 适度使用新媒体 - 19 -

4.4 推出价格亲民产品 - 19 -

结 论 - 20 -

致 谢 - 21 -

参考文献 - 22 -

1 绪论

1.1 研究目的及意义

饮料行业一直是一个差异较小、竞争激烈的行业，不少茶饮品牌在快速扩张后走向下坡路，而喜茶却获得了持续的关注度，成为行业的最大黑马。喜茶从近一年刚刚进入公众视野，到迅速扩张获得巨额融资，其发展历程中成功的品牌推广起到至关重要的作用。然而在喜茶之前就涌现出许多网红店，他们的命运多半惨淡而终，如果喜茶不能克服经营管理上的问题，将会重蹈覆辙。在此，研究喜茶的营销策略，对于提高喜茶品牌的可持续发展能力就有着关键的作用，也对同类别其他品牌有着启示作用。

1.2 研究内容和方法