A Study on the new Media Marketing Strategies of new Tea Beverage Companies: A Case Study of KF Cha

Zi Qi Zhou () and An-Shin Shia ()

Asian Business Research Journal, 2024, vol. 9, 45-55

Abstract: The proliferation of new media platforms, coupled with the burgeoning growth of the new tea beverage market, has engendered a fiercely competitive business environment. This study investigates the marketing strategies of KF Cha, a notable player in the industry, by employing a mixed-methods approach that includes a questionnaire survey and strategic analysis tools such as PEST and SWOT. The questionnaire, comprising 25 items across four dimensions—demographics, purchasing behavior, marketing perceptions, and feedback—yielded a 90.5% response rate with 181 valid returns. The analysis reveals deficiencies in KF Cha’s marketing approach related to the principles of engagement, consumer benefit, interactivity, and personalization. The research culminates in the formulation of tailored enhancement strategies aimed at addressing these identified gaps.

Keywords: Brand personalization; Consumer engagement; Marketing strategy; New media; New tea beverage industry. (search for similar items in EconPapers)
Date: 2024
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