我国作为世界最大的茶饮料消费国，新式现制茶饮品牌数量多、产品质量好，且为需求各异的消费者提供了丰富的选择。虽然在国内市场上新式现制茶饮行业的发展状况良好，但在全球其他市场上，行业发展尚处于起步阶段，还未诞生一个真正意义上的全球性的新式茶饮品牌。蜜雪冰城和奈雪的茶作为我国新式茶饮行业的头部品牌，已经率先踏上了国际化征程，并取得了一定成绩。制定合适的品牌国际化策略是企业国际化发展的基础与关键，本文通过对比分析蜜雪冰城和奈雪的茶的品牌国际化策略，从品牌定位、市场选择、品牌本土化以及品牌营销等角度切入，总结了二者在国际化过程中展现的优点与不足，为其国际化策略的优化提出了建议，并为我国新式现制茶饮行业的国际化发展提出了总体建议。

As the largest consumer of tea drinks all over the world, China has a considerable number of new-style tea brands with great product quality, and provides rich choices for consumers with different needs. Although in the domestic market, the new-style tea industry is in a good state of development, in other global markets, the industry is still in its infancy, and a truly global ready-made tea brand has not been born yet. As the leading brands in China’s current new-style tea industry, MIXUE and NAIXUE has taken the lead on the journey of internationalization and made certain achievements. The effective brand internationalization strategy is crucial to the company's overseas expansion. Through comparative analysis of the brand internationalization strategy of MIXUE and NAIXUE, this paper concludes the advantages and disadvantages of the two in the process of internationalization from the perspective of brand positioning, market selection, brand localization and brand marketing. This paper also gives suggestions to the two on the optimization of their brand internationalization strategies, and puts forward overall suggestions for the internationalization development of China's new-style tea industry.

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