Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)

2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)

📍Beijing, China🗓️ 12-14 June 2026
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Research on Cultural Marketing Strategies of New Chinese-style Tea Beverages — A Case Study of CHAGEE

Authors
Cuicui Lyu1, *, Yixuan Song2
1Shandong Technology and Business University, Yantai, Shandong Province, China
2Malvern College Qingdao, Qingdao, Shandong Province, China
*Corresponding author. Email: 82064940@qq.com
Corresponding Author
Cuicui Lyu
Available Online 30 September 2026.
DOI
10.2991/978-94-6239-777-4_28How to use a DOI?
Keywords
4P Theory; New Chinese-style Tea Beverag; Cultural Marketing; Optimization Path
Abstract

Based on the 4P marketing theory, semiotic theory and cross-cultural marketing theory, this paper takes CHAGEE as the research object to systematically analyze the practical approaches for new Chinese-style tea beverage brands to break free from homogeneous industrial competition by leveraging indigenous cultural resources. The study finds that full-link cultural symbol empowerment effectively helps brands build differentiated positioning and achieve premium pricing. Nevertheless, the industry generally suffers from drawbacks including superficial stacking of cultural symbols, insufficient content innovation and inadequate cross-cultural integration. Accordingly, optimization suggestions are proposed from four dimensions: in-depth product content development, integrated brand system construction, value-based pricing and refined multichannel promotion. The research aims to provide replicable cultural marketing paradigms and practical references for domestic trend tea brands as well as other Chinese homegrown brands going global.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2026
ISBN
978-94-6239-777-4
ISSN
2352-5428
DOI
10.2991/978-94-6239-777-4_28How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Cuicui Lyu
AU  - Yixuan Song
PY  - 2026
DA  - 2026/09/30
TI  - Research on Cultural Marketing Strategies of New Chinese-style Tea Beverages — A Case Study of CHAGEE
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 248
EP  - 254
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_28
DO  - 10.2991/978-94-6239-777-4_28
ID  - Lyu2026
ER  -