The Marketing Strategy of the Milk Tea in China based on Customer Demand Analysis

Tea culture has been a tradition in China since ancient times.As the culture and habit of drinking tea are deeply rooted in people's hearts, the Chinese market naturally accepts milk tea, new blended tea drinks under the background of the current era.The marketing strategy of the milk tea industry in China based on the analysis of customer demand is explored in this research.The methodology includes literature review and questionnaire survey.The results include findings from four perspectives including consuming behaviors, the products of milk tea, the consumption scenario, and pricing.Students are the target audience of milk tea, and the consumption scenario happens when customers go windowshopping.The concept of health is rooted in the customers when selecting the products.The leisure and casual atmosphere and environment are most significant when consumption occurs.The affordable pricing with the greatest customer segment should be focused on eight to eighteen CNY.