摘 要茶文化在我国源远流长，世界范围内，亦有 100 多个国家和地区的居民喜欢喝茶。随着生活节奏的加快，工作压力的加大，传统的慢喝茶模式已不太适合都市年轻人。但是茶饮料具有保健功效，天然的品质，和文化中对茶的认同，让茶饮市场存在着巨大的发展空间。喜茶这一类型的新式茶饮品牌在这样的市场空白之下，异军突起，经过口味、颜值改良之后的茶饮，迎合年轻人市场，发展迅速。但是这个行业进入门槛低，竞争异常激烈，喜茶在这种市场环境中，通过产品创新、注重品牌化发展，成功获得消费者和投资人的青睐。要成长为类似于星巴克这样的饮品行业巨头，成为更加有影响力的品牌，喜茶道阻且长。本文主要通过实地调研与相关资料收集的方式，针对喜茶的营销策略和推广策略进行全方面的探析，并且结合当今社会的新式茶饮发展现状，对喜茶目前存在的问题进行探析，同时提出具有针对性的措施与建议，以此来推广喜茶，提高知名度和美誉度，让喜茶具有更好的发展前景。分析目前发展过程当中的挑战、机遇、优势、劣势，找到可以完善企业发展的几个方面，包括注重产品的品质、标准化与创新；优化营销方式；注重品牌建设和保护。这三个维度，对喜茶发展，或有裨益。也期待，为其他新式茶饮行业提供一定借鉴。 关键词：喜茶；文化；策略探析PAGE \* MERGEFORMATIABSTRACTTea culture has a long history in China, and there are more than 100 countries and regions in the world who enjoy drinking tea. With the quickening pace of life and the increasing pressure of work, the traditional slow tea drinking mode is not suitable for urban young people. However, tea drinks have health benefits, natural quality, and cultural recognition of tea, so that there is a huge development space in the tea market. In this market, the new type of tea drinking brand, like HEYTEA, is a new type of tea, which has been improved after the improvement of taste and appearance. It is a fast development for the young market. However, the entry threshold of this industry is low, and the competition is extremely fierce. In this market environment, the company has succes...
