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. By using the method of interview survey, this paper makes a quantitative analysis on the consumption behavior of milk tea among residents in different genders and age groups in China, at the same time, it takes two aspects, which are customer value and customer value evaluation of consumption as the basis. Moreover, taking the “A Little Tea” as an example, this paper analyzes how the brand can obtain the success of sales through the advantages of paying attention to customer value and customer value evaluation strategies. The main conclusions of this paper are shown as follows: in terms of the customer value, “A Little Tea” pays more attention to product elements, the individuation of taste of milk tea is strong and it has the unique packaging design. In addition, it focus on image elements, the brand has specialties in ingredients, sweetness and the control of cold and heat; paying attention to the price element, when compared with the CoCo Can Tea, "A Little Tea" attracts new customers at a low price, raising price with adding more ingredients, so as to obtain the consumer surplus, what’s more, it also beats other competitors in the aspect of same price with different cup type. In terms of the own influence of customer value evaluation, there is no emphasis on gender consumption, the younger "A Little Tea" consumers provide the customer background of "A Little Tea"; the phenomenon of crowd queuing attracts more consumers and provides the purchase motivation; finally, the "feet on the ground" sharing pictures in circle of friends and a better consumption experience provide buying experience.

Study on Consumption Behavior of Milk Tea Based on the Customer Value Theory -- Taking qA Little Teaq in Shenzhen as an Example