基于SIPS模型的茶饮品牌联名营销策略研究-以“喜茶”品牌为例（英语论文）

Classification:InternalClassification:InternalResearchonCo-brandMarketingStrategyofTeaBrandBasedonSIPSModel:TakingHEYTEABrandasanExampleAbstractIntoday’srapidlychangingmarketenvironment,teabrandsneedtocontinuouslyadjustandoptimizetheirmarketingstrategiestoadapttotheevolvingdemandsofconsumersfordiversity,health,convenience,socialattributes,andsustainabledevelopment.Inrecentyears,withtheincreasinglysignificanttrendsofdiversificationandpersonalizationinconsumerdemand,theteabeveragemarkethasexperiencedanunprecedentedpeakofinnovationandcompetition.Againstthisbackdrop,majorbrandsareseekingbreakthroughstocopewiththeincreasinglycomplexandchangingmarketenvironmentandtheintensifyingcompetitivechallenges.Amongthesechallenges,howtoeffectivelyattractandretainconsumerswhilemaintainingbrandcharacteristicshasbecomeacommondilemmafacedbymanyteabrands.HEYTEA,asaleaderintheteaindustry,occupiesacrucialpositioninthemarketwithitsuniquebrandpositioningandhigh-qualityproducts,anditpossessesextensivebrandinfluence.Giventhis,thisstudyspecificallyselectsHEYTEAasatypicalcase,utilizingtheSIPSmodelasananalyticaltooltoanalyzeHEYTEA’sco-brandingactivitiesfrommultipleaspects,includingmarketingstrategies,brandbuilding,andoperationalpractices.Theresearchfindsthatalthoughco-brandingactivitieshavepromotedHEYTEA’sbranddevelopmentandmarketexpansiontoacertainextent,issuessuchasvaguebrandpositioning,homogenizationofproductinnovation,andinsufficientdepthofconsumerinteractionstillexist.Inresponsetotheseissues,thisstudyproposescorrespondingsolutionsaimedathelpingHEYTEAfurtheroptimizeitsco-brandingcooperationmodel,strengthenbrandcharacteristics,andenhancemarketcompetitiveness,therebyachievingsustainabledevelopment.ThisresearchnotonlyprovidesvaluablepracticalguidanceforteabrandslikeHEYTEAbutalsooffersbeneficialtheoreticalreferencesfortheinnovativedevelopmentoftheentireteaindustry,holdingsignificantpracticalsignificanceandtheoreticalvalue.HEYTEApaysattentiontothealignmentwithitsownbrandimageandtargetaudiencewhenselectingco-brandingpartners.Additionally,someofHEYTEA’sco-marketingeffortsfocusonconveyingcultureandemotions,therebyresonatingwithconsumers.BycollaboratingwithpopularIPs,consumerscannotonlyenjoytheirdrinksbutalsosatisfytheiremotionalconnectiontotheirfavoriteIPs.Ultimately,productqualityandservicearethekeytoretainingcustomers.ThroughtheSIPSmodel,theco-brandedmarketingstrategyoftheHEYTEAbrandisresearched,theapplicationandmarketvalueofco-brandedmarketinginteabrandsaredeeplyexplored,thefuturedevelopmenttrendoftheindustryispredicted,andthescientificbasisandpracticalguidanceareprovidedforbranddevelopment.Butoverall,thereisstillconsiderableroomandpotentialfordevelopment.Brandsshouldpromptlyseizemarkettrends,enhancetheircorecompetitivenessbydifferentiatingdevelopment,acceleratingtheiterationspeedofproductandproductionmethodinnovation;closelyfollowmarkettrends,understandconsumers’preferences,andmeetmarketdemands;developcorporateculture,increaseconsumerloyaltyanduserstickiness;promotedigitalconstructionandimproveenterprisemanagementcapabilities.Keywords:Marketinganalysis;Co-brandedmarketing;SIPSModel;HEYTEAClassification:InternalClassification:InternalResearchonCo-brandMarketingStrategyofTeaBrandBasedonSIPSModel:TakingHEYTEABrandasanExampleOutlineIntroductionLiteratureReviewIntroductiontoHEYTEATargetGroupandPackingDesignofCo-brandedProductMainProductsIV.AnalysisofCo-brandMarketingStrategyBasedonSIPSModelA.SympathizeB.IdentifyC.ParticipateD.Share&SpreadV.ProblemsandSuggestionsA.Problems1.Dilemma:WhenNoveltyOvershadowsProductQuality2.MarketingChallenges:LackofInnovationandConsumerEngagement3.BalancedandAll-roundDevelopmentB.SuggestionsVI.ConclusionFinally,HEYTEAshouldinsistoncreatingandmaintainingproductswithbrandcharacteristics.Itcanalsobeseenfromtheresearchconclusionthatconsumers’perceivedburnoutisnegativelycorrelatedwithbrandattitudes,indicatingthatconsumersareunabletoaccepttoomanyco-brandedactivitiesinashortperiodoftime.Inaddition,thefrequencyofbrandco-brandingactivitieswillalsohaveanegativeimpactontheprecipitationandaccumulationofthebranditself,brandbuildingandbrandsymbolvaluepenetrationisalong-termprocess,theformofbrandco-brandingcanindeedmakeconsumersfeelfresh,multiplecooperationcannotmakethevaluebetweenthebrandandthebranddeeplyintegrated,norcanitenhancetheaudiencestickiness,justtowinshort-termattention.Tobuildthebrand’simageandenhancebrandvalue,appropriatehigh-qualityco-brandingisaneffectiveway,butbrandsshouldnotbeoverlyreliedupon.

VI.ConclusionHEYTEAaccuratelytargetstheyoungandfashionableaudiencewhoseekfreshexperiences.Inproductdesign,wecleverlyblendelementsfrombothbrandstocreateauniquevisualandtasteexperience.Ourcollaborativeeventsgeneratebuzzonsocialmedia,resonatewithconsumers,andenhancetheirengagementthroughonlineandofflineinteractions.Initiativessuchaslimited-editionproductsandthemedstoreseffectivelypromoteconsumerrecognitionandactivesharing,therebyincreasingbrandvisibilityandinfluence,andfurtherexpandingmarketshare.Additionally,ourcontinuousdigitalupgradeshavepositionedusasaleaderinthedomesticnewteabeverageindustry.HEYTEAimplementsco-brandedmarketingofdifferentbrands,paysmoreattentiontoinnovationandbusinessexpansion,andmakesitsbrandbetterdifferentfromotherbrandsinthenewteamarket.However,throughtheanalysisofSIPSmodel,itwasalsofoundthatHEYTEAeffectivelysolvedtheexistingproblemsintermsofhygienestandards,productpricing,storedistribution,andproductcycle.ThiswillhelpHEYTEAenhanceitsbrandvalueandmarketshare,promoteitsdevelopment,letmoreconsumersknowabouttheHEYTEAbrandandensurethatconsumersgetabetterconsumptionexperience.Newteabrandco-brandinghasbecomeanotablysuccessfulmarketingstrategyinthemarket,andmoreco-brandingformsandcontentshaveemerged.Derivedfromthecomprehensiveanalysisoftheresearchfindings,aarrayofstrategiesmaybecontemplatedinthejointmarketingofnewteabrands.HEYTEAadoptsadiversifiedmarketingstrategy,firstaccuratelytargetingyoungconsumergroups,andattractingattentionwithinnovativeproductresearchanddevelopment.Withthehelpofsocialmedia,topicmarketingandInternetcelebritycooperationareusedtoincreasepopularityandpopularity,andonlineandofflinelinkageisusedtopromoteonlinepromotionanddrainagetoofflinestores,andofflinestoresprovidehigh-qualityexperiencetopromoteonlineword-of-mouthcommunication.Throughcross-borderco-branding,wehavejoinedforceswithbrandsindifferentfieldstocreatelimitedproductsanduniqueactivitiestoenhancebrandfreshnessandtopicality,andimplementmulti-prongedstrategiestoconsolidateitspositionintheteamarketandcontinuetoexpanditsaudience.Polishqualityinnovativeproducts,graspconsumerinterestpoints.Theinfluencecoefficientofperceivedco-brandinnovationontheattitudeofco-brandadvertisingisthelargest,indicatingthatasconsumers,theinnovationofco-brandactivitiesisthemostimportant.Creatingnewstylesandcreativity,ratherthanjuststayingonthesuperficialpackaging,thelackofco-brandedproductspreviouslylaunchedinthisareamostlyonlymakeslightchangesinproductpackagingandperipheraldesign,anddonotachieveabrightinnovativecontent.Therefore,brandsshoulddesignco-brandingcampaignsbasedontheresultsofmoreresearch.Measurethebrandmatchandfitthebrandimage.Accordingtotheresearchresults,thematchingdegreeofco-brandedbrandsinconsumers’cognitionwillaffectthecommunicationeffect,soteabrandsshouldchooseco-brandedbrandsthatfittheirownbrandstyleandpositioning.CombingallthebrandsofHEYTEAco-branded,notonlythescopeismoregeneral,coveringfood,beautymakeup,IP,peopleandothertypes,amongwhichtherearejointactivitiesthatpromotewin-winbrandswithhighquality,butalsojointactivitiesthatfailoncetheyentertheconsumermarket.Increasethelimitednumberofco-brandedperipheraldesign,payattentiontotherationalityofofflinestores.Inthestudy,thescarcityofproductsalsopositivelymotivatesconsumerstopayattentiontoco-brandedproductcontent.Manybrandco-brandingactivitieswillsynchronizethenewlimitednumberofco-brandedperipheralproducts,throughthelimitednumberofgreaterexposureandsocialplatformimpact,butitsco-brandedproductsarenotgivenaway,butneedtobepurchasedseparately,sothecostoftheco-brandedproductswillbetransferredtoconsumers,consumerswanttopayextraforotherproductsotherthandrinks,causingsomeconsumerdissatisfaction.Mostofthesurroundingproductsareintheformofgifts,toacertainextent,weakeningtheuser’ssenseofresistance.Theauthorbelievesthatbrandco-brandingisagoodmarketingmodeltosomeextent.However,theinabilitytocontrolthefrequencyofthejointactivityperiodmayresultinthehomogenizationofthejointcontent.Therefore,newteabrandsshouldreasonablyarrangethetimeandfrequencyofactivitieswhencarryingoutjointactivities,becausetoofrequentjointactivitieswillmakeconsumerstiredandreducetheattentionofbrandjointactivities.Atthesametime,mostofthebrandco-brandingfortheco-brandedproductstogiveastrongeraddedvalue,culturalIPoftencarriesaspecificculturalconnotationandemotionalvalue,fromadeepleveltotriggergroupresonance,sothatconsumerspayforculture,forfeelings.Theauthorbelievesthatrespectingco-brandedbrands,respectingbrandconsumers,andsincerelyservingconsumerscanattractmoreconsumerstopayfortheiractivities.Perfunctoryanddisrespectfulwillmakeitsmarketingstrategyfail,andevendamagetheimagethattheteabrandhasspentyearsbuilding.NotesYufeiTan,“MarketAnalysisofNewTeaIndustryBasedonQuestionnaireSurvey,”Proceedingsof3rdInternationalConferenceonWorldEconomyandProjectManagement,ed.NanjingAuditUniversity,(2022),141.陈相合，“新式茶饮品牌的营销策略研究——以喜茶为例，”《中国食品工业》,2022，第41页。魏修治、牛苗苗，“品牌联名营销的有效路径研究——以瑞幸咖啡‘酱香拿铁’为例，”《吕梁学院学报》，2025，第86-87页。曹玥明，“基于4I理论的喜茶网络营销策略研究，”《北方经贸》,2024，第135页。魏文娴、周朝霞，“4I理论视角下新式茶饮品牌的新媒体传播策略，”《国际公关》,2025,第55页。邹璐，“新式茶饮的营销策略探究——以喜茶为例，”《产业创新研究》，2024,第65页。ZiyueWang,“ResearchontheMarketingStrategyofHEYTEA,”inthe2ndInternationalConferenceonBusinessandPolicyStudies,ed.TheAffiliatedHighSchoolofPekingUniversity,(2023),328.YuanTang,“ResearchonReasonsforSuccessof“Crossover”MarketingStrategyundertheSMCRModel:TheCaseofHEYTEAandFENDI,”inthe2ndInternationalConferenceonFinancialTechnologyandBusinessAnalysis,ed.SchoolofForeignLanguagesCentralSouthUniversity,(2023),982.HuiyuYang,NanChen,ZuruiChen,“StrategicAnalysisofMarketingPracticesofHEYTEA——HowHEYTEAcanSustainitsCompetitiveAdvantages,”inthe2ndInternationalSymposiumonEconomics,Management,andSustainableDevelopment,ed.

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inthe2023InternationalConferenceonManagementResearchandEconomicDevelopment,ed.Rdfzchaoyangbranchschool,(2023),329-332.https://www.HEYTEA.com/en,August15th,2024李佳颖，“新式茶饮品牌联名传播效果的实证研究，”浙江传媒学院,2024年，第19-20页。蔡雨秋，“基于SIPS模型的出版企业社交电商平台营销策略研究，”广东财经大学，2023年，第13页。/campaign/19049,December28th,2024OulinWu,“XiaohongshuInteractiveMarketingStrategy——ResearchonitsSIPSInteractionModelfromthePerspectiveofUGCCommunity,”InternationalJournalofMathematicsandSystemsScience,(2024),10-11./html/072/2192.html,October15th,2024/us-en/cm/inside-fendi/about-fendi/the-history-of-fendi,August16th,2024/newsDetail_forward_23284939,August16th,2024陈相合，第42页。SiyuZhao,“AnalysisontheMarketingStrategyofNewTeaDrinksinChina:ACaseStudyofHEYTEA,”

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Proceedingsofthe2023InternationalConferenceonManagementResearchandEconomicDevelopment.Ed.Rdfzchaoyangbranchschool,2023,329-332.https://www.HEYTEA.com/en/us-en/cm/inside-fendi/about-fendi/the-history-of-fendi/newsDetail_forward_23284939HuiyuYang,ChenNan,andChenZurui.“StrategicAnalysisofMarketingPracticesofHEYTEA——HowHEYTEAcanSustainitsCompetitiveAdvantages.”Proceedingsof2ndInternationalSymposiumonEconomics,Management,andSustainableDevelopment.Wuhan:WuhanZhichengTimesCulturalDevelopmentCo.Ltd.,2021,161.MengtongWang.“AnalysisoftheImpactofCrossoverBrandCo-brandingonConsumerPurchasingBehavior.”Proceedingsofthe6thInternationalConferenceonEconomicManagementandGreenDevelopment.EliwiseAcademy,2022.OulinWu.“XiaohongshuInteractiveMarketingStrategy——ResearchonitsSIPSInteractionModelfromthePerspectiveofUGCCommunity.”InternationalJournalofMathematicsandSystemsScience,(2024),10-11.SiyuZhao.“AnalysisontheMarketingStrategyofNewTeaDrinksinChina:ACaseStudyofHEYTEA.”

Proceedingsofthe2022InternationalConferenceonFinancialTechnologyandBusinessAnalysis（part2）.Ed.RDFZChaoyangBranchSchool,2022,263.TanY.“MarketAnalysisofNewTeaIndustryBasedonQuestionnaireSurvey.”WuhanZhichengTimesCulturalDevelopmentCo.Ltd.Proceedingsof3rdInternationalConferenceonWorldEconomyandProjectManagement.NanjingAuditUniversity,2022,140-148.YuanTang.“ResearchonReasonsforSuccessof“Crossover”MarketingStrateg