摘要：“网红”一次已经成为人们中随处可见的词汇，网红淘宝店、网红餐厅、网红旅游地等名词不绝于耳，网红正向一只巨大的手伸向人们生活中的各个角落。网红餐饮是近来热门的网红经济的一种形式，每家网红茶饮都具有自身一套独特的营销策略。喜茶作为网红茶饮的一个杰出代表，号称茶饮界的“星巴克”，研究喜茶的营销策略与喜茶营销面临的问题和发展前景研究，能够更加清楚在网红经济下，茶饮类店铺是如何成长与发展起来的，并且针对其存在的问题提出相关的意见和建议，这对于我国餐饮行业的管理和营销具有指导意义。本文研究的重点是希望透过分析喜茶企业总体发展的现状、研究网红茶饮的营销策略，来探讨以下问题，希望能提供一个可行的解决方案，让喜茶能够在同类竞争者异军突起的未来可以仍旧保持其茶饮界龙头老大的位置。

关键词：网红经济；网红茶饮；营销策略

Study on Marketing Strategy of Internet Hot Drink: Taking ‘Hey Tea’ as an Example

Abstract："Red Network" when people have become ubiquitous in vocabulary, net red Taobao shop, restaurant network red net red tourism and other terms belongs, red net forward stretched out a huge hand to every corner of people's lives. Online Red Restaurant is a form of net red economy that has become popular lately: every black tea beverage has its own marketing strategy. Hey tea than red tea in a network outstanding representatives, known as the tea industry, "Starbucks" to study, hello hi tea marketing strategy and marketing of tea, which faces problems and prospects of research development, can be more evident in the red network economics of growing and evolving the te category like shopping and making relevant comments and suggestions for its issues, the importance for China's catering, management and marketing. This post focuses on the overall status quo is that through the development of tea business analysis hello, red tea research network marketing strategy to hope to discuss the following issues, to create a viable solution, hope so that hello tea can be a meteoric rise in the future of similar competitors In the tea industry, it can claim its leading position.

KeyWords: Red Network economy; Internet Hot Drink; marketing strategy

目录

引言 1

一、相关概念和基础理论 2

（一）核心概念界定 2

1、网红经济 2

2、营销策略 3

3、品牌发展 3

（二）相关理论基础 4

1、4P营销理论 4

2、文化营销理论 5

3、品牌营销理论 5

4、整合营销传播理论 6

二、网红产品的发展状况 7

（一）美国网红发展概况 7

（二）韩国网红发展概况 7

（三）中国网红发展概况 8

三、喜茶企业发展SWOT分析 9

（一）喜茶企业的发展概况 9

1、喜茶企业的发展历史 9

2、喜茶企业的发展现状 9

3、喜茶企业的文化与产品 9

（二）内部优势