书亦烧仙草品牌发展面临困境的原因与对策探析

Analysis of the Causes and Countermeasures for the Dilemmas Faced by the Shuyi Tealicious Brand Development

摘要: 书亦烧仙草作为知名茶饮品牌，近年来面临发展困境，门店数量下降，发展态势停滞。因此，本研究采用管理和市场营销相关理论对此书亦烧仙草的发展困境做出分析，并提出对策建议。研究发现品牌发展面临困境的内部原因主要有健康化升级策略不适应原有顾客群体，新产品和品牌形象未获认可、代言人选择与品牌形象不符和产品宣传存在虚假成分等。外部原因主要为现制茶饮市场竞争加剧等。针对以上问题，本文提出研发健康多料烧仙草产品，推出新颖独特茶饮，满足消费者多样化需求等对策建议。

Abstract: As a renowned tea brand, Shuyi Tealicious has faced development dilemmas in recent years, with a decline in the number of stores and stagnation in growth. Therefore, this study analyzes the development dilemmas of Shuyi Tealicious using management and marketing theories and proposes countermeasures. The research reveals that the internal causes of the brand’s development dilemmas mainly include an unhealthy upgrade strategy that is unsuitable for the original customer base, unrecognized new products and brand image, mismatched spokesperson selection with the brand image, and deceptive product promotions. The external causes primarily involve intensifying competition in the fresh tea market. In response to these issues, this paper suggests developing healthy and multi-ingredient grass jelly products, introducing innovative and unique tea beverages, and satisfying consumers' diverse needs.