Optimization of HEYTEA'S Crossover Marketing Strategy

DOI

10.2991/978-94-6463-142-5_48How to use a DOI?

Keywords

HEYTEA; Crossover marketing; New-style tea brand

Abstract

Amid the market competition, crossover marketing stood out above the traditional single-brand marketing mode and gradually became one of the mainstream marketing means for new-style tea brands. Nowadays, crossover marketing has become so mature that ‘‘everything is open to crossover’’. This paper analyzes the crossover marketing of HEYTEA, a leading new-style tea brand based in China, from the perspectives of the industrial environment, marketing goals, market environment, and the current situation. This paper summarizes the problems with HEYTEA’s crossover marketing promotion and proposes suggestions for the optimization of its marketing strategy, with practical implications for the crossover marketing of new-style tea brands.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qian Li
AU  - Yalan Song
PY  - 2023
DA  - 2023/05/15
TI  - Optimization of HEYTEA'S Crossover Marketing Strategy
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 426
EP  - 430
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_48
DO  - 10.2991/978-94-6463-142-5_48
ID  - Li2023
ER  -