2摘要近几年来，茶饮料企业逐渐踊跃在中国内地市场，其中最具代表性的企业之一便是益禾堂，本文主要对益禾堂杯装茶饮品的营销策略进行分析和探讨，并对于益禾堂在营销的过程中出现的问题提出相对应的意见，希望可以促进我国茶饮料企业持续健康发展。社会不断向前发展，消费者们对于产品的新颖性、创新性、各种组合搭配优惠等追求更高，要明确所面向的目标市场，不断将市场进行细分，来对市场进行更精准的定位，把握市场动向，不断的调整营销方案，应对市场激烈的竞争。在产品开发和营销的过程中，需要了解不同人群对于茶饮料的不同需要，进行产品宣传，益禾堂销售的不仅仅是奶茶，更多的是对顾客的一种尊敬、满足，满足消费者的要求，才能更好的得到消费者对本品牌、本茶饮料的肯定，提高对益禾堂的忠诚度，这是每一家企业想要在市场上立足的前提。关键词：益禾堂营销策略STPABSTRACTInrecentyears,teaandbeverageenterpriseshavebeenincreasinglyactiveinthemainlandmarketofChina,oneofthemostrepresentativeenterprisesisyihetang.Thispapermainlyanalyzesanddiscussesthemarketingstrategyofyihetangcupteaandbeverage,andputsforwardcorrespondingopinionsontheproblemsinthemarketingprocessofyihetang,hopingtopromotethesustainableandhealthydevelopmentofteaandbeverageenterprisesinChina.Withthecontinuousdevelopmentofthesociety,consumersarepursuingahigherlevelofnovelty,innovationandvariouscombinationsandpreferencesofproducts.Theyshouldmakeclearthetargetmarkettheyarefacing,subdividethemarketcontinuously,positionthemarketmoreaccurately,graspthemarkettrend,adjustthemarketingplanconstantly,anddealwiththefiercecompetitioninthemarket.Intheprocessofproductdevelopmentandmarketing,weneedtounderstandthedifferentneedsofdifferentgroupsofpeopleforteadrinks,andcarryoutproductpublicity.Yihetangnotonlysellsmilktea,butalsorespectsandsatisfiescustomerstomeettheirrequirements,soastobettergetconsumers'affirmationofthebrandandteadrinksandimprovetheirloyaltytoyihetang.ThisiseveryoneofthemThepremiseforenterprisestostandinthemarket.Keywords:YihetangMarketingstrategyproblemcountermeasureSTP目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc32238675"HYPERLINK\l"_Toc32238676"一、引言PAGEREF_Toc32238676\h1HYPERLINK\l"_Toc32238677"（一）选题背景PAGEREF_Toc32238677\h1HYPERLINK\l"_Toc32238678"（二）研究意义PAGEREF_Toc32238678\h1HYPERLINK\l"_Toc32238679"二、益禾堂公司概况PAGEREF_Toc32238679\h2HYPERLINK\l"_Toc32238680"三、益禾堂STP及营销策略分析PAGEREF_Toc32238680\h2HYPERLINK\l"_Toc32238681"（一）益禾堂STP分析PAGEREF_Toc32238681\h