Research On The Adaptive Brand Marketing Strategy Of Nanjing CC Tea

Since 1990 s,the street brewing tea industry has experienced rapid development.Especially in recent years,due to the application of the Internet and mobile communication technologies and the rapid development of the social economy,both the competitive environment and the consumer market have undergone tremendous changes.As a result,CC Tea Drinks is facing unprecedented business challenges and opportunities.Brand strategy is an important basis for CC Tea Drinks to win competition and achieve sustainable development in this situation.However,in the new media era,the environment is particularly dynamic and versatile,making it almost impossible for any company to maintain the brand's strong position once and for all.It must be able to diagnose and identify problems in a timely manner according to the changing trend of the external environment,and update the brand marketing strategy.Therefore,how to establish adaptive brand marketing capabilities has become a key issue for CC Tea Drinks.Based on the analysis of marketing capability theory,adaptive marketing capability theory and adaptive brand marketing theory,this paper proposes three dimensions of adaptive brand marketing capabilities,including brand contact management based on customer journey,integrated marketing-mix based on customer participation and open service,and the open service guarantee system.The study systematically combed the development status of CC Tea Drinks brand and its specific marketing environment in Nanjing market.Based on the analysis of industry and market characteristics,development opportunities and threats,advantages and disadvantages,the marketing strategies of CC Tea Drinks in Nanjing market was carried out.Specifically,the study discusses re-positioning for the brand,and then proposes three specific implementation strategies,combining with the components of adaptive brand marketing capabilities.