新式茶饮新媒体营销问题与对策研究——以蜜雪冰城为例

新式茶饮新媒体营销问题与对策研究一以蜜雪冰城为例摘要近几年，人们的生活水平越来越高，对饮料的要求也在不断地改变。各种新型茶饮料品牌层出不穷，为新型茶饮料市场的发展增添了一股新的活力。随着新媒介时代的来临，新型茶饮产业的发展日趋激烈，新媒体营销已成为企业不可或缺的一种营销手段。蜜雪冰城在新媒体营销中取得了很好的成就但还存在粉丝量不足且粉丝黏性较弱、新媒体营销的效果不明显、营销方式缺乏多元化、营销容易受客观条件的限制的问题，企业在发展中应通过加强消费者对品牌内涵的认知，提高品牌忠诚度、注重与目标群体的互动、优化营销方式、将人工智能技术融入到营销中这些方法来进行新媒体营销，使新媒体营销的效果最大化。希望能对蜜雪冰城等新型茶饮料行业的未来发展起到一定的促进作用。关键词：新式茶饮：新媒体营销：病毒营销：情感营销AbstractIn recent years,people's living standard is getting higher and higher,and therequirements for drinks are constantly changing.Various new tea beverage brandsemerge in an endless stream,adding a new vitality to the development of new teabeverage market.With the advent of the new media era,the development of new teabeverage industry is becoming increasingly fierce,and new media marketing hasbecome an indispensable marketing means for enterprises.Misue Ice City has madegood achievements in new media marketing,but there are still problems such asinsufficient fans,weak fan stickability,not obvious effect of new media marketing,lack of diversification of marketing methods,and easy to be restricted by objectiveconditions.Enterprises should strengthen consumers'cognition of brand connotationin the development.To maximize the effect of new media marketing,we shouldimprove brand loyalty,pay attention to the interaction with target groups,optimizemarketing methods,and integrate artificial intelligence technology into marketing.Itis hoped that it can play a certain role in promoting the future development of new teabeverage industry such as Misue Ice City.Key words:New tea drinks;New media marketing;Viral marketing;Emotional marketing2目录一.引言二.相关理论研究基础三.新式茶饮市场发展营销现状分析…21.市场发展简介.…22.新媒体下新式茶饮的营销环境PEST分析..21.政治环境(P)…22.经济环境(E)…3.社会环境(S).。34.技术环境(T)…3.新式茶饮市场新媒体营销现状分析41.新式茶饮行业新媒体营销的优势42.新式茶饮行业新媒体营销的劣势…43.新式茶饮行业新媒体营销的机会.54.新式茶饮行业新媒体营销的威胁.5四.蜜雪冰城新媒体营销模式分析」51.借助短视频平台进行病毒营销..62.媒体评论制造共情点引起情感营销63.巧借媒体平台节日活动借势营销7五.蜜雪冰城新媒体营销中存在的问题.81.粉丝量不足且粉丝黏性较弱…..82.新媒体营销的效果不明显83.营销方式缺乏多元化84.营销容易受客观条件的限制9六.蜜雪冰城新媒体营销的改进建议91.提高品牌知名度与消费者忠诚度.92.注重与目标群体的互动…93.优化营销方式104.将人工智能技术融入到营销中.10七.结论参考文献.12郑重声明14