The Marketing Strategy of the Milk Tea in China based on Customer Demand Analysis

DOI

10.2991/aebmr.k.220404.041How to use a DOI?

Keywords

Milk tea; Marketing strategy; Business analysis; Consumer preference; Questionnaire

Abstract

Tea culture has been a tradition in China since ancient times. As the culture and habit of drinking tea are deeply rooted in people’s hearts, the Chinese market naturally accepts milk tea, new blended tea drinks under the background of the current era. The marketing strategy of the milk tea industry in China based on the analysis of customer demand is explored in this research. The methodology includes literature review and questionnaire survey. The results include findings from four perspectives including consuming behaviors, the products of milk tea, the consumption scenario, and pricing. Students are the target audience of milk tea, and the consumption scenario happens when customers go window-shopping. The concept of health is rooted in the customers when selecting the products. The leisure and casual atmosphere and environment are most significant when consumption occurs. The affordable pricing with the greatest customer segment should be focused on eight to eighteen CNY.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Siyuan Du
PY  - 2022
DA  - 2022/04/18
TI  - The Marketing Strategy of the Milk Tea in China based on Customer Demand Analysis
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 220
EP  - 224
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.041
DO  - 10.2991/aebmr.k.220404.041
ID  - Du2022
ER  -