Design And Analysis Of Social Interaction Strategy Of Young Newtea Drinks From The Perspective Of Interactive Ritual Chain

As the birthplace of tea culture,the use of tea in China has a history of thousands of years,and the way of tea drinking is constantly changing with the changes of life.With the rapid development of the market economy,the continuous upgrading of consumption and the influence of the Internet on people’s lives,a new type of tea with mixed milk,original leaf tea and fresh fruit,which is fashionable and convenient,came into being.The vigorous development of major tea brands has also attracted a large number of young consumers.Coincidentally,in the Internet age,youth groups overuse social media,which also makes them easily fall into social anxiety.The rapid rise of new-style tea drinks has also developed a unique "third space",providing consumers with new social space and social interaction experience,and reconstructing the social interaction mode of young people.Based on this,from the perspective of interactive ritual chain theory,this paper explores the ways in which new-style tea drinks has changed the social interaction of young people,focusing on the models and strategies of the influence of new-style tea drinks on the social interaction of the younger generation,hoping to be beneficial to alleviating the social anxiety of young people.First of all,this study analyzes the interactive experience of young people in the consumption of new tea,and finds that the multi-sensory consumption provided by new-style tea drinks is more favored by young consumers.Secondly,this study finds that common concern,emotional energy and symbolic capital are the three most important elements in the interaction model of young people’s new-style tea drinks consumption.In the initial stage of interaction,it mainly focuses on the information exchange caused by the production,promotion and purchase of new-style tea drinks.In the intermediate stage of interaction,it mainly focuses on the emotional communication generated by new-style tea drinks as social currency and marketing life ceremony;In the interactive climax stage,it is mainly about the collective excitement of online celebrity drinks,new-style tea drinks discussion and offline interaction.Finally,in the strategic analysis of new tea’s social interaction with young people,it is found that: in the pre-purchase stage,new-style tea drinks should establish brand personification avatar,tell famous brand stories and co-sign trend culture,so as to construct the emotional foundation of interaction with consumers and expand the scope of young consumers;In the purchase stage,the new-style tea drinks brand should focus on creating interesting,humanized and fashionable online and offline scene space to increase the interactive experience of young consumers;In the post-purchase stage,the new-style tea drinks brand should build an online growth system,build a community,increase the interaction between government and media,and develop offline activities,so as to increase the social stickiness and interaction with young people.As a new social symbol,new-style tea drinks has deeply influenced the social interaction and interaction of young people,realized an all-round "online+offline" social interaction mode,and increased consumers’ emotional energy and cultural experience.I also hope that new-style tea drinks can further broaden the social boundaries and interaction rituals of young people in the future,alleviate their social anxiety,and then realize full and healthy social interaction to promote the development of young talents.