Optimization of HEYTEA'S Crossover Marketing Strategy

Qian Li () and Yalan Song
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Qian Li: Geely University of China, Sichuan Province
Yalan Song: Geely University of China, Sichuan Province

A chapter in Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 2023, pp 426-430 from Springer

Abstract: 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.

Keywords: HEYTEA; Crossover marketing; New-style tea brand (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-142-5_48

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