中国新茶饮品牌出海模式与对策研究OA

This study adopted case analysis and comparative research methods,incorporating the eclectic theory of international production(OLI framework)to systematically explore the internationalization paths and realization mechanisms of Chinese novel tea beverage brands.Four representative brands including Heytea,Auntea Jenny,Wanglaoji,and Chagee were selected as typical cases to analyze four reprentative models:direct localized operation,brand licensing or franchising,product or raw material export,and bundled joint ventures.On this basis,by analyzing the differentiated combinations of ownership advantages,location choices,and degrees of internalization across different brands,this paper reveals the internal logic of how novel tea beverage enterprises build core competitiveness in foreign markets.The findings indicate that the dynamic trade-offs between these OLI dimensions determine the effectiveness of brand embedding under varied institutional distances.Currently,the industry faces common challenges such as cognitive gaps in consumption,standard certification barriers,and difficulties in localized team building.It is suggested that enterprises should establish global quality control systems and enhance brand value through cross-cultural narratives to achieve a strategic transition from overseas expansion to global symbiosis.