Research on the Full-term Marketing and Business Operations Strategy of HEYTEA Based on the SWOT Model

HeyTea is one of the most renowned tea beverage brands in China. Despite achieving great success in the past few years, HeyTea faces massive challenges and market competition. It is found that HeyTea has adjusted its marketing strategies in order to adapt to the fast-changing marketing environment. The study topic is research on the full-term marketing and business operations strategy of HeyTea based on the SWOT model. This study investigates the intricacies of HeyTea's strategic evolution, comparing its former and later stages of marketing approaches. The core of this study revolves around the SWOT analysis model, where the application of this model to HeyTea is thoroughly examined. The findings reveal the brand's strengths, weaknesses, opportunities, and threats within the market landscape. These insights are instrumental in evaluating the efficacy of HeyTea's marketing and business operations strategies. And for prospects, HeyTea can take some actions to improve brand competitiveness and increase brand influence.