MBA教育中心知识库

摘 要

近年来，随着我国社会经济发展迅速，国民物质生活条件不断改善，民众消费水平持续上升，消费模式日益呈现多元化。 追求健康、休闲及多样化的食品消费理念深入人心，以“喜茶”、“茶颜悦色”及“霸王茶姬”等品牌为代表的新茶饮行业迅速崛起，现已成为中国饮品市场中充满活力且潜力巨大的细分领域。

本研究从分析国内外研究动态入手，选取以西北特色著称的“放哈”茶饮作为核心研究对象，综合运用文献综述、深度访谈、问卷调查及现场观察等多种研究方法，在全面分析企业实际情况的基础上，选用了4V营销理论作为全文的支撑理论；通过问卷调查及员工访谈，全面真实的掌握“放哈”茶饮企业的发展现状，准确查找出产品营销策略中存在的差异化程度不够突出、功能化程度有待强化产品附加值还未深挖、品牌共鸣待提高等问题及其产生原因；立足新茶饮市场的宏观、微观环境，结合兰州及西部地区市场的实体店及消费者的有效反馈，分别从“放哈”茶饮企业差异化、功能化、附加价值、共鸣四个方面提出针对性的优化建议，设计符合“放哈”茶饮的优化方案，制定切实可行的优化策略，确保各项优化措施得以顺利执行并取得预期成效；同时，从人员、产品、制度、组织方面提出市场营销方案落地实施的保障措施，以期推动该品牌市场营销策略不断改善和顺利实施，从而达到最佳的优化结果。

本研究期望不仅能为“放哈”茶饮品牌未来的营销策略提供科学指导和建议，也能为新茶饮乃至整个消费品行业的营销策略制定提供有价值的参考与启示，通过本论文的研究，希望能够进一步丰富和完善在新茶饮行业实践中的案例应用与理论实践。

关键词：新茶饮 营销策略 4V营销理论

Abstract

In recent years，with the rapid development of social and economic affairs in China and the continuous improvement of people's living standards， the consumption level of the people has been steadily rising， and their consumption habits have been developing in a diversified manner. Based on the healthy， leisurely， and diverse food consumption concept， the new tea drink industry， represented by brands such as "HeyTea"， "Cha Yan Yue Se（SexyTea）"， and "Chagee"， has achieved rapid development and has now become one of the most dynamic and promising niche markets in China。

This study begins by examining the current state of research both domestically and internationally， with the focus on the "Fundosa" tea drink， which is characterized by its distinctive northwestern style. It employs a variety of research methods， including literature research， interviews， questionnaires， and field observations， to conduct a comprehensive analysis and combine it with the company's current situation. The 4V marketing theory is selected as the supporting theory for the entire paper. Then， through questionnaires and employee interviews， the study obtains a comprehensive and accurate understanding of the current situation of the "Fundosa" tea drink enterprise and analyzes the problems， accurately identifying the issues of insufficient differentiation， weak functioning， and untapped product value， as well as low brand resonance. The study then combines the macro and micro environments of the new tea drink market and the real-world feedback from the physical stores and consumers in Lanzhou and the western region to propose targeted optimization suggestions for the enterprise in terms of differentiation， functioning， value addition， and resonance. It designs an optimized solution tailored to "Fundosa" tea drink and formulates practical and feasible optimization strategies to ensure that the various optimization measures can be implemented smoothly and achieve the expected results. At the same time， it proposes personnel， product， institutional， and organizational safeguards to ensure that the marketing strategy can be continuously improved and implemented smoothly， with the ultimate goal of achieving the best optimization outcome.

This study aims not only to provide scientific guidance and suggestions for the marketing strategy of "Fundosa" tea drink brand in the future，but also to provide valuable references and insights for the marketing strategy formulation of new tea drinks and even the entire consumer goods industry. Through this thesis，we hope to further enrich and improve the case application and theoretical practice in the new tea drink industry。

Keywords：new tea；marketing strategy；4V marketing strategy theory