Download pdf
The Marketing Strategy of Cha Yan Yue Se
- 1 Faculty of Liberal Arts, Northwestern University,Xi'an, Shaanxi Province, China
* Author to whom correspondence should be addressed.
Abstract
In contemporary society, marketing plays a vital role in promoting products. As a new style tea drink brand, Cha Yan Yue Se attracts more and more consumers' attention. The purpose of this study is to analyze Cha Yan Yue Se's marketing strategy in the current environment. The results of the study show that Cha Yan Yue Se's marketing strategy is effective in increasing product awareness. Through unique product design and promotional activities, Cha Yan Yue Se succeeded in establishing an emotional connection with consumers and stimulating their desire to buy. However, Cha Yan Yue Se's marketing strategy also faces challenges such as fierce competition and a gradually saturated market environment. In response to these problems, this paper offers some valuable suggestions. First, the brand needs to improve the quality and attractiveness of its products. Secondly, it is necessary to grasp the advantages of the brand's price strategy. Finally, in terms of publicity and promotion, brands can adopt various forms of activities to attract more attention and participation from potential consumers. In addition, the brand should also strengthen its interaction and communication with consumers and continuously improve and optimize its marketing strategy.
Keywords
Marketing, Brand Positioning, Chinese Tea, Pricing Strategy, Direct Management
[1]. Allan C, Pierre B, François R, et al. A Conceptual Framework for Creating Brand Management Strategies[J]. Businesses,2022,2(4).
[2]. Yuanchun H. Cha Yan Yue Se Brand Marketing Strategy[J]. Co-operative Economy & Science,2021(03): 78-80.DOI:10.13665/j.cnki.hzjjykj.2021.03.034.(In Chinese).
[3]. Urša G,Mario B, Joachim K, et al. Brand management and sustainability: exploring potential for the transformative power of brands[J]. Journal of Brand Management,2022,29(6).
[4]. iiMedia. Data Analysis of New Tea Drinks Industry: 30.5% of Consumers Spend 50-100 RMB on New Tea Drinks Per Month[EP/OL]. (2022-10-12)[2023-8-8].https://www.iimedia.cn/c1061/89227.html.
[5]. Kostelijk E, Alsem J K. Brand Positioning: Connecting Marketing Strategy and Communications[M].Taylor and Francis:2020.
[6]. Han L. Research on Brand Promotion Strategy under the Condition of Internet+[J]. Journal of Social Science and Humanities,2020,2(9).
[7]. Zhen H. Changsha Tea Face Consumer Satisfaction Survey[J].CO-Oerativeconomy & Science,2023(13):62-64.DOI:10.13665/j.cnki.hzjjykj.2023.13.045.
[8]. Xuefeng Z. Research on Marketing Communication Strategies of Netflame Tea Drink Brands--Taking Cha Yan Yue Se as an Example[J].China Prefecture and Municipal Newspaper Man,2023(05):51-53.DOI:10.16763/j.cnki.1007-4643.2023.05.035.(In Chinese)
[9]. Zavattaro M S. Neighborhood Branding, Identity and Tourism[M]. Taylor and Francis:2019.
[10]. Zavattaro M S. Place Brand Formation and Local Identities[M]. Taylor and Francis:2019.
[11]. Songlin Z, Luyao G. Study on Social Consumption of Youth Groups under the Perspective of Symbols: The Case of Netflix Brand "Cha Yan Yue Se"[J]. Media Forum,2023,6(02):35-39.(In Chinese)
Cite this article
Liu,Y. (2024). The Marketing Strategy of Cha Yan Yue Se. Advances in Economics, Management and Political Sciences,81,303-312.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).