“双碳”目标驱动下喜茶“绿色式”品牌传播策略研究——基于使用与满足理论的分析

Research on the “Green” Brand Communication Strategy of Heytea Driven by the “Double Carbon” Goal—Analysis Based on the Theory of Usage and Satisfaction

摘要: “双碳”目标之下，所有企业都面临着“减碳”难题。近年来企业的环保意识在不断提高，越来越多的企业认识到，有义务和责任在实现经济效益的同时，兼顾到社会效益的平衡，通过各种途径履行环境义务。随着公众环保意识的不断觉醒，不少品牌开始围绕“环保”这一主题进行宣传营销。本文研究对象“喜茶”在进行品牌传播时不断向消费者表达“绿色喜茶”的核心主张，本文将站在用户角度对其“绿色式”爆火出圈的传播策略进行分析，了解其满足了用户什么样的需求，而用户又是基于什么样的心理对其追捧有加。通过分析喜茶在“双碳”目标驱动下的品牌传播策略，探讨其成功之处，以期为其他茶饮品牌传播提供借鉴。

Abstract: Under the “dual carbon” goal, all enterprises are facing the challenge of “reducing carbon”. In re-cent years, the environmental awareness of enterprises has been continuously improving, and more and more enterprises have realized their obligation and responsibility to achieve economic benefits while balancing social benefits, and fulfill environmental obligations through various means. With the continuous awakening of public environmental awareness, many brands have begun to promote and market around the theme of “environmental protection”. The research object of this article, “Heytea”, continuously expresses the core proposition of “green Heytea” to consumers during brand communication. This article will analyze its “green” popular communication strategy from the perspective of users, to understand what needs it meets, and what psychology users are based on to pursue it. By analyzing the brand communication strategy of Heytea driven by the “dual carbon” goal, this paper explores its success and aims to provide reference for the communication of other tea brands.