4I营销理论视域下去茶山差异化营销策略及优化研究

Research on Differentiation Marketing Strategy and Optimization of Quchashan from the Perspective of 4I Marketing Theory

摘要: 本研究以4I营销理论为框架，分析区域性茶饮品牌“去茶山”在高度同质化的新茶饮市场中构建差异化竞争的策略及优化路径。当前，茶饮行业陷入价格战与标准化扩张的困境，而诞生于贵州的去茶山通过“地域文化赋能”和“体验经济创新”，成功打造了独特的品牌壁垒。其策略主要围绕4I理论四维度展开：一是以贵州非遗艺术、山林美学构建产品趣味性，降低消费者对商业信息的排斥；二是通过会员体系、情感化服务及城市限定产品提供复合利益价值；三是联合文旅IP、纪录片跨界联动强化用户互动参与；四是以动态平衡“贵州浓度”与在地化创新塑造品牌个性。研究进一步基于用户反馈提出优化建议，包括打造动态IP形象增强亲切感、分层定价对冲成本感知、通过户外联动深化自然美学传播、构建地域文化衍生体验等。去茶山的案例表明，在Z世代成为消费主力的背景下，区域品牌可通过文化价值输出与用户关系管理实现非价格竞争，为行业提供了从规模扩张转向用户终身价值运营的新思路。

Abstract: This study employs the 4I Marketing Theory to analyze the differentiation strategies and optimization pathways of the regional tea brand Quchashan in the highly homogenized new tea beverage market. Facing industry-wide price wars and standardized expansion challenges, Quchashan, originating from Guizhou, has successfully established unique brand barriers through “regional cultural empowerment” and “experience economy innovation”. Its strategies revolve around four dimensions of the 4I theory: (1) leveraging Guizhou’s intangible cultural heritage and natural aesthetics to enhance product interestingness, reducing consumer resistance to commercial messages; (2) providing compound value through membership systems, emotional services, and city-exclusive products; (3) strengthening user interaction via collaborations with cultural tourism IPs and documentaries; (4) balancing “Guizhou identity” with localized innovation to shape brand individuality. The study further proposes optimization strategies based on user feedback, including creating dynamic IPs to improve approachability, tiered pricing to offset cost perceptions, amplifying natural aesthetics through outdoor partnerships, and designing culturally immersive experiences. Quchashan’s case demonstrates that regional brands can achieve non-price competitiveness through cultural value delivery and user relationship management, offering the industry a new pathway to transition from scale-driven growth to customer lifetime value (CLV) operations in the Z-led consumption era.