Research On Business Strategy Of HEYTEA Company In Shenyang

Under the background of consumption upgrading,young people in Shenyang not only acquire the beverage function of the product itself,but also have the social value and leisure value of relaxation,relaxation and leisure.It coincides with the pursuit of lifestyle and identity of young consumers,and has the attributes of fashion label.But at present,there are many brands of Shenyang milk tea.The taste of Xinjin milk tea brand is similar,the style of shop decoration is similar,the difference of consumption experience is smaller and smaller,and the attraction to customers is smaller and smaller.Under such circumstances,it is of great practical significance to explore the competitive strategy of Xicha Shenyang area.This study systematically analyzed the competitive strategy of tea-loving in Shenyang.Firstly,PEST analysis was used to analyze the macro-environment of tea-loving in Shenyang,including policy environment,economic environment,cultural and social environment and technological environment.According to Porter's "Five Forces Model",the industry environment of tea-loving in Shenyang was advanced.The industry market,suppliers,competitors,potential competitors and consumers of Happy Tea in Shenyang were discussed.After that,the internal environment such as product quality,marketing strategy and operation status of Happy Tea in Shenyang was analyzed.On this basis,this study conducted SWOT analysis of Shenyang preferred tea.Through the analysis,it was found that Shenyang preferred tea has the advantages of stable customer groups,good product quality,and other aspects.At the same time,it also has the disadvantages of insufficient human resources,lack of personalization of marketing strategies and high unit price of new products.According to the SWOT analysis results,this paper puts forward a business strategy for the development of tea-loving in Shenyang: differentiation strategy,and puts forward relevant suggestions and safeguards for the implementation of the strategy.The conclusion of the study reveals the unique competitiveness of the new Chinese tea industry in theory,formulates a scientific business strategy for the tea industry in Shenyang in practice,and provides a certain reference for improving its market competitiveness.In this paper,the object of study is Happy Tea in Shenyang,so it is particularly important to determine the correct long-term development goals and formulate business strategies suitable for enterprises in order to achieve sustainable development of enterprises,enhance their core competitiveness and effectively respond to various threats and challenges.