Chinese medicine tea drink, as opposed to brewing, decoctions, and then drinking as tea, refers to Chinese herbs and tea with, or straight to Chinese herbs (single or compound). The market potential for Chinese medicine tea drink is large due to its benefits and the progressive infusion of the concept of Chinese medicine and health into people's hearts. However, there is still much space for improvement in terms of product innovation and marketing, market development and expansion, and brand concentration and influence. This study uses university students in Shanghai as the primary research population. It then analyzes the company's strategic management approach for the Chinese medicine tea drink market and suggests a marketing strategy for the products from the four angles of product, price, channel, and promotion. Finally, it suggests ways to improve the efficiency of the organizations within the Chinese medicine tea drink enterprise and makes workable recommendations that will help the market grow and preserve traditional Chinese medicine culture.

Yingwei Fu, Xin Song. Market Strategy Analysis of Traditional Chinese Medicine Tea Replacement Drinks Based on Corporate Strategic Management. Academic Journal of Business & Management (2024) Vol. 6, Issue 5: 199-204. https://doi.org/10.25236/AJBM.2024.060527.

[1] Xu Lijia, Ma Pei, Yue Lifeng, Liu Haibo, He Chunian, Xiao Peigen. Connotation and practical significance of tea [J]. Chinese Modern Traditional Medicine, 2021, 23(09):1518-1524. (In Chinese)

[2] Huang Chiyu, Lin Shaofeng, Yang Shihan, Jin Na, Huang Liujiao. Overview and prospect of the clinical application of traditional Chinese medicine tea drink [J]. Guangxi Traditional Chinese Medicine, 2023, 46(06):67-70. (In Chinese)

[3] Health Trends Analysis Group. China Healthy Living Trends Insight Report. Beijing: Health Publishing House, 2023. (In Chinese)