IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-142-5_48.html

Optimization of HEYTEA'S Crossover Marketing Strategy

In: Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

Author

Listed:
  • Qian Li

    (Geely University of China, Sichuan Province)

  • Yalan Song

    (Geely University of China, Sichuan Province)

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.

Suggested Citation

  • Qian Li & Yalan Song, 2023. "Optimization of HEYTEA'S Crossover Marketing Strategy," Advances in Economics, Business and Management Research, in: Yushi Jiang & Guangming Li & Wilson Xinbao Li (ed.), Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), pages 426-430, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-142-5_48
    DOI: 10.2991/978-94-6463-142-5_48
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-142-5_48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.