The Use of the SWOT Model to Analyze the Success of Chagee Brand Marketing Strategy

Shunjie Wang

2025

Abstract

In recent years, with the increasing popularity of the catering service industry, the sudden rise of the milk tea industry, milk tea is deeply loved by the majority of young people, and has become the most popular topic at present, this paper is an analysis of the success of the marketing strategy of the milk tea brand CHAGEE. Price strategy, publicity strategy, and channel strategy, through which people can get the success of its marketing strategy, its unique way of brand culture shaping, brand differentiation, and product market share, brand differentiation and a large number of market research to draw customer tendencies, brand publicity methods and marketing methods, and finally the future suggestions for the CHAGEE brand, to focus on improving the quality of products and services.

Paper Citation

in Harvard Style

Wang S. (2025). The Use of the SWOT Model to Analyze the Success of Chagee Brand Marketing Strategy. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 79-83. DOI: 10.5220/0013986300004916

in Bibtex Style

@conference{prmc25,
author={Shunjie Wang},
title={The Use of the SWOT Model to Analyze the Success of Chagee Brand Marketing Strategy},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={79-83},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986300004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Use of the SWOT Model to Analyze the Success of Chagee Brand Marketing Strategy
SN - 978-989-758-778-8
AU - Wang S.
PY - 2025
SP - 79
EP - 83
DO - 10.5220/0013986300004916
PB - SciTePress