Abstract
The tea market has been booming in recent years, with various brands emerging like mushrooms after a spring rain, and market competition has become increasingly fierce. Against this backdrop, Changsha's local new tea brand, Cha Yan Yue Se, also named as Modern China Tea Shop has emerged as a market focus. Modern China Tea Shop is customer value-oriented, and through product innovation, price control, channel restriction, innovative marketing, and optimized service strategies, it has improved its brand image, won the favor of consumers, and completed the entire value chain. It has fully utilized the reverse role of service in the value chain and achieved value chain optimization. Cha Yan Yue Se's successful experience and strategies are of great significance for other milk tea brands.
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