基于4P理论的茶颜悦色营销策略分析与优化研究

Analysis and Optimization Research on the Marketing Strategy of Modern China Tea Shop Based on 4P Theory

摘要: 在新茶饮行业进入存量博弈与同质化竞争的背景下，茶颜悦色凭借“新中式”视觉符号与极致的服务体验，成功构建了差异化的竞争壁垒。本文以茶颜悦色为研究对象，引入经典4P营销理论，从产品、价格、渠道及促销四个维度深度解构其营销策略。研究发现，虽然茶颜悦色在区域市场取得了显著成功，但随着品牌开启跨区域扩张，供应链韧性不足、单一区域市场边际效应递减以及品牌文化稀释等问题日益凸显。基于此，本文针对其营销策略提出系统性的优化建议，旨在为区域性品牌走向全国市场提供营销理论支撑与实践范式。

Abstract: In the context of the new tea beverage industry entering a stage of zero-sum competition and homogenization, Modern China Tea Shop has successfully built a differentiated competitive barrier by leveraging “Neo-Chinese” visual symbols and an ultimate service experience. This paper takes Modern China Tea Shop as the research object and introduces the classic 4P marketing theory to deeply deconstruct its marketing strategy from four dimensions: product, price, channel, and promotion. The research finds that although Modern China Tea Shop has achieved remarkable success in the regional market, problems such as insufficient supply chain resilience, diminishing marginal effects in a single regional market, and dilution of brand culture have become increasingly prominent as the brand expands across regions. Based on this, this paper proposes systematic optimization suggestions for its marketing strategy, aiming to provide marketing theoretical support and practical models for regional brands to enter the national market.