Study on the Interconstruction Phenomenon of Brand Communication and Consumption Culture: Taking Chayan Yuese as an Example

¹ College of Art Design and Media, Sanda University, Shanghai, 201209, China
² ShijiJinyuan School Attached to Yunnan Normal University, KunMing, Yunnan Province, 650206, China

^* Corresponding author: 100291@yzpc.edu.cn

Abstract

Nowadays, the traditional way of tea drinking is no longer applicable to the fast-paced social development, in order to meet the new needs of tea drinking, many new tea drink brands have been born in the society. “Chayan Yuese, as a representative of new tea drinks, is worth studying in depth the phenomenon of interconstruction between its brand communication and contemporary consumer culture. This paper adopts literature research method and case study method to conduct the research. It is found that Chayan Yuese’s marketing strategy promotes brand communication and gains good social attention and consumer viscosity. The study also reflects that consumers are highly aware of traditional culture, they are more inclined to personalized products and activities, and social enterprises are gradually guiding consumers towards ‘sustainable development’. The marketing strategy of Chayan Yuese has successfully adapted to the consumer culture while promoting brand communication, and the two have provided a strong impetus for the brand’s development. This paper not only provides a reference for the development of social enterprises, but also expands the direction of the research on new tea drinks.