Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 57 , 05 January 2024
Open
Access | Article
Research on Marketing Strategy of HEYTEA Under New Media Environment
* Author to whom correspondence should be addressed.
Abstract
The emergence and development of new media have provided new ideas and paths for brands’ marketing strategies, and countless brands have utilized the interactivity and real-time nature of new media to upgrade and transform their marketing and continuously enhance their influence and communication capabilities. HEYTEA is a clear example of using the new environment to create brand value. Through the case description, this paper will consider and study the brand communication behavior and unique marketing strategy of HEYTEA in new media. It will analyze how to make use of external opportunities such as the fast-emerging consumer groups and the fast-developing Internet and new media to overcome the problems of serious homogenization, over-marketing, weak public relations, and lack of community interaction, and explore the background reasons for these problems. Based on the issues identified, this paper will summarize the effective promotion path of the brand in the new media environment, further improve the marketing strategy of HEYTEA, and put forward practical suggestions and measures to provide consumers with more diversified services and products. The research in this paper can not only promote the optimization of HEYTEA’s marketing strategy but also provide inspiration and reference for other tea brands in the industry, guiding more brands to adapt to the new media development environment and realizing the innovation and progress of the industry.
Keywords
brand marketing strategy, new media marketing, HEYTEA, marketing innovation, word-of-mouth
References
1. Huo, Z.J. (2021). Research on the status quo and strategy of HEYTEA brand communication in the social media environment [Master dissertation, Huaqiao University].
2. Zhang, J. (2021). Research on the optimization of marketing strategy of HEYTEA [Master dissertation, Lanzhou University of Technology].
3. Zong, Z. (2021). Research on social media marketing strategy optimization of HEYTEA [Master dissertation, Shanghai International Studies University].
4. Shao, Z.Y. (2021). Research on the optimization of word-of-mouth marketing strategy of HEYTEA [Master dissertation, Donghua University].
5. Wang, Y.Y. (2021) Analysis of marketing strategy of new tea drinks from the perspective of new media -- Taking HEYTEA as an example. Business Information, 2, 15-16.
6. Yang, H.Y., Chen, N., and Chen, Z.R. (2021). Strategic Analysis of Marketing Practices of HEYTEA——How HEYTEA can Sustain its Competitive Advantages. Proceedings of 2nd International Symposium on Economics, Management, and Sustainable Development (EMSD 2021), 158-164.
7. Li, M.Q. (2021) Analysis of the marketing strategy of domestic tea industry under the new situation - taking HEYTEA as an example. Modern Marketing (Business Edition), 6, 71-72. doi:10.19921/j.cnki.1009-2994.2021-06-0071-036
8. Mao, W.B. (2022). Research on social marketing strategy of popular tea drink brands [Master dissertation, Liaoning University].
9. Li, Q., and Song, Y.L. (2023) Optimization of HEYTEA’S Crossover Marketing Strategy. Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 426-430. doi: 10.2991/978-94-6463-142-5_48
10. Gu, F. (2023) Analysis and optimization study of marketing strategy of HEYTEA. Modern Marketing, 4, 49-51. doi:10.19932/j.cnki.22-1256/F.2023.04.049
11. Shu, G.Q. (2022). A Study of New National Brand Communication from the Perspective of Ritual Viewpoints [Master dissertation, East China Normal University].
12. Tian, G.Y., and Zhou, X.Q. (2023) A study on the word-of-mouth marketing strategy of HEYTEA. Modern Businesses, 1, 7-10. doi:10.14097/j.cnki.5392/2023.01.026
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International 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 Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-205-3
- ISBN (Online)
- 978-1-83558-206-0
- Published Date
- 05 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/57/20230474
- Copyright
- 05 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited