Research on Cultural Marketing Strategies of New Chinese-style Tea Beverages — A Case Study of CHAGEE

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.