基于财务分析视角的新式茶饮企业营销策略研究OA

In this study,NAIXUE and Honey Snow City were used as the research object,and their financial data in recent three to five years were taken for research.The 4P marketing theory and performance evaluation theory,combined with literature research,case analysis and comparative analysis methods were used to study the effectiveness of different marketing strategies.The results mainly show that the direct sales model adopted by Naixue has relatively high costs.On the contrary,the financial situation of Honey Snow City,which adopts a franchise model,is relatively good,and its ability to resist external risks is strong.In view of the small amount of available financial data of new tea drinking enterprises and the great impact of the epidemic,the study suggests that after the revenue status of enterprises becomes stable and there are specific ways to investigate marketing behavior,further point-to-point analysis with financial in-dicators should be conducted.This study provided a reference for different positioning of new tea drink brands to develop marketing strategies.