摘要
创意奶茶店品牌“茶颜悦色”创立于2013年,它首创了以中国风为主题的鲜茶系列,并且推出了与其饮品相关的创意周边设计,以独特的品牌风格与形象在行业内独树一帜。本文基于“4V营销理论”,从品牌文化、营销策略、商业价值塑造等角度分析了“茶颜悦色”能够适应迅速变化的市场环境、形成自己独有的品牌影响力、拥有一定顾客忠诚度、保持自身竞争优势的原因,旨在为同类型中小微企业与消费者建立良性关系并长久发展提供参考。
Founded in 2013,the creative milk tea brand"Chayan Yuese" pioneered the fresh tea series with the theme of Chinese style and launched the creative derivative product design related to its drinks,forming a distinctive image in the industry with its unique brand style.Based on the "4V Marketing Theory",this paper analyzes the reasons why"Chayan YUese"can adapt to the rapidly changing market environment,form its own unique brand influence,have certain customer loyalty,and maintain their own competitive advantages from the perspectives of brand culture,marketing strategy,and business value building.The research aims to provide certain reference for the establishment of a benign brand-consumer relationship and long-term development for small and medium-sized enterprises of the same type.
出处
《包装与设计》
2022年第4期126-127,共2页
Package & Design
关键词
茶颜悦色
竞争力
新中式
4V营销理论
Chayan Yuese
Competitiveness
new Chinese style
4V Marketing Theory
