新中式茶饮品牌新发展与传统文化赋能——基于“茶颜悦色”认知与消费的市场调研

New Development of New Chinese Tea Drink Brands and Empowerment of Traditional Culture——Market Research Based on the Cognition and Consumption of“Modern China Tea Shop”

随着居民生活水平的不断提高,我国茶饮业得到迅速发展,各类茶饮品牌百花齐放。如何找准定位,在众多竞争对手中脱颖而出,是茶饮商家面临的重要问题之一。因此,以湖南省长沙市的本土新中式茶饮品牌“茶颜悦色”为切入点,结合问卷调查与深度访谈等形式,通过对数据的分析,探索“茶颜悦色”在品牌建设中融入传统文化的模式,并对其在发展能力、消费者喜好与品牌差异化发展等方面的影响进行研究,为企业核心竞争力的形成提供新思路与新视角,从而使得中华传统文化实现与商业品牌互赢互利的可持续性发展。

With the continuous improvement of residents' living standards,China's tea industry has developed rapidly,and various tea brands are blooming.One of the important issues that tea merchants face is how to accurately locate themselves and stand out among numerous competitors.Therefore,based on the local new Chinese tea brand “Modern China Tea Shop”in Changsha,Hunan Province,combined with questionnaires and in-depth interviews,through the analysis of data,explore the mode of “Modern China Tea Shop”integrating traditional culture into brand construction,and study its impact on development ability,consumer preferences and brand differentiated development,providing new ideas and perspectives for the formation of enterprise core competitiveness,Thus,the sustainable development of traditional Chinese culture and commercial brands can achieve mutual benefit and mutual benefit.