Research on the Youth-Oriented Marketing Strategy of Tea Drink Brands of Shenzhen M Catering Management Co., Ltd

Abstract

This paper takes Shenzhen M Catering Management Co., Ltd. as the research object, analyzing its existing problems and core cruxes in the process of brand marketing youthification. Based on the brand life cycle theory and consumer behavior theory, this paper proposes a marketing youthification upgrade path centered on health visualization, narrative scenario, price gradient, and content co-creation, and points out that brand youthification is not a one-time image refresh, but a dynamic process of continuously calibrating the resonance frequency between brand value and the self-concept of the youth group. The research conclusion provides operable strategic references for the development of tea beverage brands in stock competition.