网红经济时代新中式茶饮品牌营销策略分析
Analysis of New Chinese Tea Brand Marketing Strategy in the Era of Internet Celebrity Economy
周晔1
作者信息
- 1. 苏州高等职业技术学校/江苏联合职业技术学院苏州分院,江苏 苏州 215000
- 折叠
摘要
随着互联网技术的发展,网红经济的影响力日益凸显,推动各行业商家不断进行品牌营销策略的调整与优化.以C新中式茶饮品牌为例,分析网红经济时代新中式茶饮品牌的营销策略包括品牌特色定位策略、网络社交互动营销策略、网络饥饿营销策略,其中品牌特色定位策略又分为文化定位策略、市场空档定位策略、避强定位策略及USP定位策略.C新中式茶饮品牌通过打造"国风""中式"的产品风格,并与社交媒体相结合,吸引了大批消费者,使其网络知名度及消费者黏度大幅提升.
Abstract
With the development of Internet technology,the influence of Internet celebrity economy has become increasingly prominent,which promotes the continuous adjustment and optimization of brand marketing strategies for businesses in various industries.Through taking C new Chinese tea brand as an example,the study analyzes the marketing strategies of new Chinese tea brand in the era of Internet celebrity economy,including brand characteristic positioning strategy,network social interaction marketing strategy and network hunger marketing strategy.Brand characteristic positioning strategy is divided into cultural positioning strategy,market gap positioning strategy,anti-strong positioning strategy and USP positioning strategy.C new Chinese tea brand has attracted a large number of consumers by creating a"national style"and"Chinese style"product style,and combining it with social media,which has greatly improved its online popularity and consumer stickiness.
关键词
网红经济/新中式茶饮/品牌营销Key words
Internet celebrity economy/New Chinese tea drink/Brand marketing引用本文复制引用
出版年
2024
NETL
NSTL
万方数据