传统文化赋能下新式茶饮品牌营销策略研究——以茶颜悦色为例

目录1绪论......2相关概念概述...22.1新式茶饮.....22.2传统文化赋能....……32.3“4W”营销组合理论.......…32.4CCBE模型....33传统文化赋能下茶颜悦色的营销现状分析......·.·..43.1营销策略差异化现状.3.1.1产品差异化...3.1.2市场差异化...63.1.3品牌形象差异化..63.2营销策略功能化现状..。.83.2.1拓展产品核心功能..83.2.2触发产品社交属性..93.2.3赋予产品美学属性..113.3传统文化赋能品牌附加价值现状.113.3.1品牌文化附加...123.3.2服务附加..123.4营销策略共鸣现状....….134传统文化赋能下茶颜悦色营销策略的特点与优势...·144.1传统文化赋能下茶颜悦色营销策略的特点.....…...144.1.1融合文化，丰富品牌内涵...............144.1.2定位准确，打造文化特色形象..............154.1.3搭建与消费者的情感连接，实现共鸣...........154.1.4互动体验，加强品牌文化认同.……164.2传统文化赋能下茶颜悦色营销策略的优势..164.2.1加强品牌识别.......164.2.2深化品牌内涵...。174.2.3引导正确品牌反应...174.2.4缔造品牌与消费者关系....175传统文化赋能新式茶饮品牌营销策略的路径....·.·185.1借助品牌文化联想，丰富品牌内涵..185.2赋予视觉形象个性，加强品牌识别...5.3产品创新与认购，提升品牌忠诚度...............195.4联名宣发与借力，传递品牌信息....206传统文化赋能下对新式茶饮品牌营销策略的建议....·216.1注重文化价值传递的效果......216.2注重消费者反馈…….216.3塑造个性化形象..…….226.4坚守宣传底线.....227结语..22参考文献...23致谢..25传统文化赋能下新式茶饮品牌营销策略研究以茶颜悦色为例钟瑞恩摘要：随着我国经济的发展，新式茶饮品牌也得到了很大的发展，但是目前我国茶饮品牌营销策略的制定和实施存在着较大的问题。在这一背景下，茶颜悦色以传统文化为特色，对其品牌营销策略进行了优化与改进，并取得了较好的效果。因此，本文以茶颜悦色为例，在分析其营销现状的基础上，总结其营销特点与优势。进一步分析传统文化在新式茶饮品牌营销中的应用价值及创新发展路径。最后，结合新式茶饮品牌营销中存在的问题，提出相应的对策建议。本文旨在通过对茶颜悦色营销策略的研究，为我国传统文化在茶饮品牌营销中的应用提供一定的借鉴与参考。关键词：传统文化赋能：新式茶饮品牌；茶颜悦色；营销策略A Study on Marketing Strategies of New TeaBeverage Brands Empowered by TraditionalCulture -Taking Sexy Tea as an ExampleByZhong RuienDecember,2023Abstract:With the development of China's economy,new tea beverage brands have alsomade great progress.However,there are currently significant problems in the formulationand implementation of marketing strategies for tea beverage brands in China.In this context,Sexy Tea has optimized and improved its brand marketing strategy with traditional culture asits characteristic,and has achieved good results.Therefore,this article takes Sexy Tea as anexample,analyzes its marketing status,and summarizes its marketing characteristics andadvantages.Further analyze the application value and innovative development path oftraditional culture in the marketing of new tea beverage brands.Finally,based on theexisting problems in the marketing of new tea beverage brands,correspondingcountermeasures and suggestions are proposed.This article aims to provide some referenceand inspiration for the application of traditional Chinese culture in tea beverage brandmarketing through the study of marketing strategies for Sexy Tea.Key words:Empowering traditional culture;New style tea beverage brands;Sexy Tea;marketing strategy