摘要在这个科技迅速发展的时代，互联网成了联系社会不可或缺的一种方式，它联系着我们生活的每一个方面，包括我们赖以生存的经济，在新兴互联网经济下，衍生出了一个全新词汇：“网红”。网红经济随之面世，不仅出现各种网络红人、网红饮食，网红新式茶饮品牌也随着崛起。喜茶便是新兴网络经济下的诞生品，谈及网红奶茶店，更多人想起的可能会是喜茶这个领先品牌，可见喜茶在产品、价格、渠道、宣传营销策略运用成功之处，但随着奶茶经济行业的不断发展，原有的营销策略也存在着无法适应现时发展的问题，因此本文主要通过对网红奶茶店喜茶经营状况及营销策略进行探析，提出喜茶在营销策略上存在的问题并提出相应的对策及建议，完善喜茶的营销策略。关键词：网红喜茶营销策略问题及对策AbstractInthiseraofrapidtechnologicaldevelopment,theInternethasbecomeanindispensablewaytoconnectwithsociety.Ithasconnectedeveryaspectofourlives,includingtheeconomyonwhichwelive.UndertheemergingInterneteconomy,anewbrandhasemerged.Vocabulary:"NetRed".Theinternetcelebrityeconomyhasfollowed,notonlytheappearanceofvariousinternetcelebritiesandinternetcelebritydiets,butalsotheriseofinternetcelebrityteashops.Heyteaisthebirthproductoftheemergingnetworkeconomy.Whentalkingaboutonlineredmilkteashops,morepeoplemaythinkofitastheleadingbrandofheytea.Itcanbeseenthatheyteahasbeensuccessfullyappliedinproducts,prices,channels,andmarketingstrategies.However,withthecontinuousdevelopmentofthemilkteaeconomicindustry,theoriginalmarketingstrategyalsohasproblemsthatcannotbeadaptedtothecurrentdevelopment.Theteateashop'sheyteabusinessstatusandmarketingstrategyareanalyzed,andtheproblemsofheytea'smarketingstrategyareputforward,andthecorrespondingcountermeasuresandsuggestionsareproposedtoperfecttheheytea'smarketingstrategy.Keywords:NetredheyteaMarketingstrategyProblemsandSolutions目录TOC\o"1-2"\h\uHYPERLINK\l_Toc16873一、引言PAGEREF_Toc168731HYPERLINK\l_Toc6324（一）研究背景PAGEREF_Toc63241HYPERLINK\l_Toc23677（二）研究目的及意义PAGEREF_Toc236771HYPERLINK\l_Toc5977二、当前网红新式奶茶店的发展概况PAGEREF_Toc59772HYPERLINK\l_Toc30732（一）网红经济的含义和发展现状PAGEREF_Toc307322HYPERLINK\l_Toc30286（二）网红奶茶发展现状及前景PAGEREF_Toc302862HYPERLINK\l_Toc24042三、喜茶的发展概况及SWOT分析PAGEREF_Toc240423HYPERLINK\l_Toc30113（一）喜茶的概况及发展现状PAGEREF_Toc301133HYPERLINK\l_Toc8650（二）喜茶SWOT分析PAGEREF_Toc86504HYPERLINK\l_Toc26259四、喜茶营销策略方面存在的问题PAGEREF_Toc262596