摘要
摘要
自进入 2020年以后，我国的茶饮市场迎来发展热潮，一时之间市场规模增
长到千亿元。由此可以看出新式茶饮已经逐渐替代的传统的热饮，成为当下人
们追捧的消费方式，特别广受年轻消费群体的喜爱。也正因如此整个新式茶饮
的行业炙手可热，在这种浪潮下也应运而出了许多不同的茶饮品牌，所以也导
致了新式茶饮行业竞争越来越激烈。而为了适应行业的竞争压力，品牌跨界这
一品牌营销行为进来备受人们关注，许多不同行业，不同类别的品牌之间进行
了友好联盟，这种跨界联盟不但没有产生违和感，反倒是激起了不小的浪花。
作为新式茶饮头部企业，奈雪的茶一直致力于通过跨界营销扩大品牌影响力。
本文以奈雪的茶为研究对象，主要采用文献综述法、经验总结法、问卷调
查法以及对比研究法，从宏观环境分析、微观环境分析及 SWOT分析入手，分
析了奈雪的茶跨界营销环境，进而提出了奈雪的茶跨界营销存在的不足，包括
品牌跨界忽视品牌价值、文化跨界忽视创新深度、渠道跨界缺乏系统性、营销
传播跨界传播率不高等问题。总结了造成这些问题的原因，包括品牌跨界缺乏
战略性合作、文化跨界创新性不足、渠道跨界发展不均衡、营销传播跨界缺乏
有效性。最后，针对奈雪的茶的跨界营销，提出了改进建议，包括强化品牌跨
界的品牌价值、挖掘文化跨界的品牌内涵、扩展渠道跨界的多元化运营、增强
营销传播跨界的有效性。通过对奈雪的茶跨界营销研究，为其他新式茶饮品牌
跨界营销提供一些参考。
关键词：新式茶饮；奈雪的茶；跨界营销
I
Abstract
Abstract
Since the beginning of 2020, China's tea market has ushered in a development
boom, and the market scale has grown to 100 billion yuan for a while. It can be seen
that the new tea has gradually replaced the traditional hot drink, and it has become the
consumption mode sought after by people at present, especially by young consumers.
It is precisely because of this that the whole new tea industry is hot, and many
different tea brands have emerged under this wave, which also leads to fierce
competition in the new tea industry. In order to adapt to the competitive pressure of
the industry, brand cross-border brand marketing behavior has attracted people's
attention in recent years. Many brands in different industries and categories have
made friendly alliances, which not only did not generate a sense of violation, but
aroused a lot of waves. As a new tea head enterprise, Naixue's tea has been committed
to expanding its brand influence through cross-border marketing.
Taking Naixue's tea as the research object, this paper mainly adopts the literature
review method, experience summary method, case analysis method and comparative
research method, starting from the macro environment analysis, micro environment
analysisand SWOTanalysis,analyzesNaixue'stea cross-bordermarketing
environment, and then puts forward the shortcomings of Naixue's tea cross-border
marketing, including brand cross-border neglect of brand value, cultural cross-border
neglect of innovation depth, lack of systematic channel cross-border The cross-border
communication rate of marketing communication is not high. The reasons for these
problems are summarized, including the lack of strategic cooperation across brands,
the lack of innovation across cultures, the imbalance of cross-border development of
channels, and the lack of effectiveness of cross-border marketing communication.
Finally, for the cross-border marketing of Naixue's tea, the improvement suggestions
are put forward,strengthen the brand value of cross-border brand, tap the brand
connotation of cross-border culture, expand the diversified operation of cross-border
II
Abstract
channels, and enhance the effectiveness of cross-border marketing communication.
Through the research on the cross-border marketing of Naixue's tea, it provides some
reference for the cross-border marketing of other new tea brands.
Key words: new tea drink; Nai Xue's tea; cross-border marketing
III