中国茶叶2024，Vol.46Issue(1)：22-28,35,8.
基于财务分析视角的新式茶饮企业营销策略研究
Research on Marketing Strategy of New Tea Drinking Enterprises based on Financial Analysis
摘要
Abstract
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.关键词
新式茶饮/营销策略/财务分析Key words
new tea drink/marketing strategy/financial analysis分类
管理科学引用本文复制引用
刘诗桐,曹藩荣,李华锋,李丹..基于财务分析视角的新式茶饮企业营销策略研究[J].中国茶叶,2024,46(1):22-28,35,8.基金项目
广东省农业厅广东现代农业茶叶产业体系育种岗位项目(2023KJ120)、广东省科技厅科技特派员扶贫专项项目(5300-E21238)、广东省科技厅新农村发展研究院农业科技合作共建项目(5300-E21200) （2023KJ120）
