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August 26, 2025Finance & EconomicsOpen Access

Analysis of marketing strategy of milk tea industry-Taking CHAGEE as an example

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CHAGEE's marketing strategy relies heavily on consumer motivations such as novelty-seeking and trend-following, engaging a younger audience.
The 7P marketing model highlights product taste and material health as key strengths, with offline and online channels driving sales.
Survey data indicates significant consumer engagement through discounts and celebrity endorsements, enhancing brand appeal.
Attractive store designs and high-quality service also contribute to brand loyalty, pointing to areas for strategic development.

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Analysis demonstrates the impact of consumer behavior on CHAGEE's marketing strategy, suggesting improvements in digital marketing channels.

Ke Hu (2025) studied this question.

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Analysis demonstrates the impact of consumer behavior on CHAGEE's marketing strategy, suggesting improvements in digital marketing channels.