Research on Marketing Strategy of HEYTEA Under New Media Environment

Abstract

The emergence and development of new media have provided new ideas and paths for brands marketing strategies, and countless brands have utilized the interactivity and real-time nature of new media to upgrade and transform their marketing and continuously enhance their influence and communication capabilities. HEYTEA is a clear example of using the new environment to create brand value. Through the case description, this paper will consider and study the brand communication behavior and unique marketing strategy of HEYTEA in new media. It will analyze how to make use of external opportunities such as the fast-emerging consumer groups and the fast-developing Internet and new media to overcome the problems of serious homogenization, over-marketing, weak public relations, and lack of community interaction, and explore the background reasons for these problems. Based on the issues identified, this paper will summarize the effective promotion path of the brand in the new media environment, further improve the marketing strategy of HEYTEA, and put forward practical suggestions and measures to provide consumers with more diversified services and products. The research in this paper can not only promote the optimization of HEYTEAs marketing strategy but also provide inspiration and reference for other tea brands in the industry, guiding more brands to adapt to the new media development environment and realizing the innovation and progress of the industry.