Optimization of HEYTEA'S Crossover Marketing Strategy
- DOI
- 10.2991/978-94-6463-142-5_48How to use a DOI?
- Keywords
- HEYTEA; Crossover marketing; New-style tea brand
- Abstract
Amid the market competition, crossover marketing stood out above the traditional single-brand marketing mode and gradually became one of the mainstream marketing means for new-style tea brands. Nowadays, crossover marketing has become so mature that ‘‘everything is open to crossover’’. This paper analyzes the crossover marketing of HEYTEA, a leading new-style tea brand based in China, from the perspectives of the industrial environment, marketing goals, market environment, and the current situation. This paper summarizes the problems with HEYTEA’s crossover marketing promotion and proposes suggestions for the optimization of its marketing strategy, with practical implications for the crossover marketing of new-style tea brands.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Qian Li AU - Yalan Song PY - 2023 DA - 2023/05/15 TI - Optimization of HEYTEA'S Crossover Marketing Strategy BT - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) PB - Atlantis Press SP - 426 EP - 430 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-142-5_48 DO - 10.2991/978-94-6463-142-5_48 ID - Li2023 ER -