SWOT与STP交叉分析视域下的中药奶茶营销策略研究

Research on Marketing Strategies of Chinese Herbal Healthcare Milk Tea from the Perspective of SWOT-STP Cross-Analysis

摘要: 中药奶茶是一种新兴饮品，其将中华传统医药养生功能与现代饮品加工工艺相结合，既满足了当下年轻群体的美好健康生活需要，又进一步创新了弘扬中华传统优秀养生文化的方式方法，极具历史价值、市场价值、文明价值，深受人们喜爱。为进一步把握中药奶茶的市场前景，通过市场营销的手段方式协同推进健康产业与文化产业融合发展以及中华传统优秀文化的创造性发展，从SWOT态势分析视域和STP市场地位分析，对中药奶茶这一文化产品的产生背景、市场前景进行研究，进而提出有效的4P营销策略，进而为现代中式养生奶茶发展、中华传统优秀文化创造性发展提供价值借鉴。

Abstract: Herbal medicinal milk tea is an emerging beverage that integrates the health-preserving functions of traditional Chinese medicine with modern beverage processing technologies. It not only satisfies young consumers’ growing demands for healthy lifestyles, but also innovates approaches to promote outstanding traditional Chinese health culture, featuring prominent historical, market and cultural values and winning wide popularity among consumers. To further explore its market prospect and drive the integrated development of health industry and cultural industry as well as the innovative inheritance of excellent traditional Chinese culture via marketing strategies, this paper studies the origin and market prospect of herbal medicinal milk tea based on SWOT analysis and STP market positioning analysis, and puts forward targeted 4P marketing strategies. The research provides practical references for the industrial development of modern Chinese health-preserving milk tea and innovative development of traditional Chinese culture.