Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Advances in Economics, Management and Political Sciences
Series Vol. 78 , 18 April 2024
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Access | Article
Research on the Marketing Strategy of Sexy Tea
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Abstract
With the development of Chinese society and the improvement of the national consumption level, the new-style tea-drinking industry has gradually risen. Among all the new-style tea-drinking brands, Changsha brand The Modern China Tea Shop or Sexy Tea is one of the most famous ones. It was founded in 2013, and in the past 10 years, the brand has gradually developed. In recent years, it has become internet-famous among the vast number of consumers in the country. By consulting previous literature and searching the related cases and examples, this paper focuses on the three strategies of Sexy Tea, namely its brand marketing strategy, hunger marketing strategy, and marketing segmentation strategy. The present situation of the application of these three strategies of Sexy Tea is analysed, and it is concluded that Sexy Tea applies these three suitable strategies to obtain success, but these strategies may not be widely useful for other brands in the market.
Keywords
Marketing strategy, Sexy Tea, Brand marketing, Hunger marketing, Market segmentation
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-379-1
- ISBN (Online)
- 978-1-83558-380-7
- Published Date
- 18 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/78/20241618
- Copyright
- 18 April 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