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The Way of Tea Drinking Survival in the Internet Era—Taking Heytea as an Example
- 1 School of Economics, Jiangsu University of Technology, Changzhou, 213001, China
- 2 Changzhou Vocational Institute of Engineering, Changzhou, 213164, China
- 3 Changzhou Vocational Institute of Engineering, Changzhou, 213164, China
* Author to whom correspondence should be addressed.
Abstract
The Internet model has promoted the development of commerce, not only the traditional retail industry has been developed, and the catering industry such as milk tea and coffee shops is booming. As the first generation to open the online operation model, although the ‘Internet +’ model has begun to take shape, there are still gaps in the relevant tea drinking culture. Based on the literature research method and case analysis method, this paper analyzes the existing marketing model of Heytea and proposes relevant improvement policies, with the purpose of widening the gap with other related tea brands and improving the core competitiveness of its products. As the earliest generation of beverage stores to enter the ‘Internet +’ model, Heytea has rich experience in marketing planning, online and offline marketing activities. This paper analyzes the marketing based on the ‘Internet +’ model through researching the brand cross-border co-branding and innovative marketing activities of Heytea.
Keywords
e-word-of-mouth, brand crossover, big data
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Cite this article
Jiang,Y.;Jiang,X.;Zhou,Y. (2024). The Way of Tea Drinking Survival in the Internet Era—Taking Heytea as an Example. Advances in Economics, Management and Political Sciences,81,273-278.
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Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
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