MBA教育中心知识库

    随着国民收入不断增加，以及消费能力与消费需求上升，新茶饮迎来了发展契机，已逐渐发展成为一种年轻消费者普遍认可和喜爱的一种时尚生活方式。在市场需求持续增加的同时，各类新茶饮品牌不断涌现，其中，奈雪的茶异军突起，成为我国新茶饮的重要代表，并在经营发展过程中逐渐形成了独特的产品特征与品牌风格，奠定了其在我国新茶饮领域的领军地位，得到了广大消费者特别是年轻消费者的认可和追捧。在社会资本纷纷进入这个新赛道时，必然导致市场竞争不断加剧，客观上影响了奈雪的茶的市场地位和销售水平，迫切需要公司及时转变营销理念并创新营销方法，这样才能适应市场环境实现自身持续稳健发展。

    本文以奈雪的茶为研究对象，采用问卷调查法、案例分析法等，首先分析了奈雪的茶新式茶饮营销现状，然后指出其存在的问题以及造成这些问题的原因，其次是结合PEST法和波特五力模型分析了奈雪的茶新式茶饮营销的宏观环境和行业环境，并构建SWOT矩阵，最后制定了奈雪的茶新式茶饮营销优化方案，并提出保障措施。

    通过本文的研究可以看出：第一，奈雪的茶新式茶饮营销目前在产品、价格、渠道和促销方面制定了一定的措施，取得了一定的成绩；第二，奈雪的茶新式茶饮营销中仍存在一定的问题，即产品同质化严重、价格缺乏灵活性、渠道管理薄弱和宣传力度不足，而造成这些问题的原因则是产品营销管理滞后、价格区间不合理、融入互联网意识不强和促销观念淡薄；第三，目前，奈雪的茶新式茶饮营销环境较为复杂，既有优势和机会，也面临着劣势及威胁，结合实际情况，奈雪的茶新式茶饮营销应选择SO策略；第四，奈雪的茶新式茶饮营销需进一步优化。产品方面应坚持以创新为根本，加快产品更新节奏、从源头把控产品品质、打造多元化产品品类，加速品牌新零售化建设、打造健康、绿色产品文化；价格方面应丰富产品价格区间策略、性价比定价策略、差别定价策略；渠道方面应坚持门店直营渠道策略、利用短视频、图文等网络宣传平台扩展营销渠道、拓展线上销售渠道；促销方面应实施品牌形象营销策略、合理跨界营销、情感营销策略和数字化营销策略。

      With the continuous increase of national income and the rise of consumption power and consumption demand, the new tea has ushered in a development opportunity, and has gradually developed into a fashionable lifestyle generally recognized and loved by young consumers. In the market demand continues to increase at the same time, all kinds of new tea brand emerging, among them, the snow tea, become an important representative of new tea in our country, and in the process of business development gradually formed a unique product characteristics and brand style, laid its leading position in the field of new tea in our country, the masses of consumers, especially the recognition and pursuit of young consumers. When social capital enters this new track, it will inevitably lead to the continuously intensified market competition, which objectively affects the market position and sales level of Naixue tea. It is urgent for the company to timely change its marketing concept and innovate its marketing methods, so as to adapt to the market environment to achieve its own sustainable and steady development.

      This paper with nai snow tea as the research object, using the questionnaire method, case analysis method, etc., first analyzes the nai snow tea new tea marketing situation, and then points out the existing problems, and the cause of these problems, followed by combined with PEST method and port five force model analyzes the new tea marketing of the macro environment and industry environment, and build the SWOT matrix, finally formulated the nai snow tea new tea marketing optimization scheme, and put forward the safeguard measures.

        From this study, we can see that: First, Nai xue's new tea marketing in products, prices, channels and promotion, Some achievements have been made; second, There are still some problems in the marketing of Naixue's new tea drinks, That is, serious product homogenization, lack of flexibility in price, weak channel management and insufficient publicity, The reasons for these problems are the lag of product marketing management, unreasonable price range, the lack of integration into the Internet and the promotion concept is weak; third, currently, The marketing environment of Naixue's new tea drinks is more complex, Both the advantages and the opportunities, It also faces disadvantages and threats, Combined with the actual situation, Nai Xue's new tea marketing should choose SO strategy; fourth, The marketing of Nai xue's new tea needs to be further optimized. In terms of products, we should adhere to innovation as the fundamental, accelerate the pace of product renewal, control product quality from the source, create diversified product categories, accelerate the construction of new brand retail and create healthy and green product culture; in terms of price, enrich product price range strategy, cost-effective pricing strategy and differential pricing strategy; in terms of channels, we should adhere to the direct channel strategy of store marketing channels, use short video and graphic network publicity platforms to expand marketing channels and expand online sales channels; in terms of promotion, implement brand image marketing strategy, reasonable cross-border marketing strategy, emotional marketing strategy and digital marketing strategy.