Brand Marketing Strategy Analysis of the Tea Beverage Industry ——Taking Mixue Ice Cream & Tea as an Example

Research Article
Open access

Brand Marketing Strategy Analysis of the Tea Beverage Industry ——Taking Mixue Ice Cream & Tea as an Example

Xingyu Wang 1*
  • 1 Insight Academy of Canada    
  • *corresponding author m15234435410@163.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/23/20230355
AEMPS Vol.23
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-89-8
ISBN (Online): 978-1-915371-90-4

Abstract

Under the new consumer era, the traditional marketing strategy of product communication is gradually weakening, and the importance of product branding is becoming increasingly prominent, becoming an essential part of the competitiveness of enterprises. The majority of tea beverage brands make brands deeply remembered by consumers to get a place in the fierce competition in the market. This paper takes Mixue Ice Cream & Tea (also named Mixue) as an example and elucidates the brand optimization strategies from perspectives such as brand IP image design, festival marketing, and music marketing combined with new media. The study provides inspiration and references for tea products.

Keywords:

IP, new media, brand, marketing strategy

Wang,X. (2023). Brand Marketing Strategy Analysis of the Tea Beverage Industry ——Taking Mixue Ice Cream & Tea as an Example. Advances in Economics, Management and Political Sciences,23,71-75.
Export citation

References

[1]. Zhang Yan. Analysis of the development strategy of tea beverage industry based on the SWOT model - taking Mixue Ice Cream & Tea as an example[J]. Modern Marketing,2022(09):68-70.DOI:10.19932/j.cnki.22-1256/F.2022.09.068.

[2]. Yao Yuxuan. Analysis of marketing and communication strategies in the new consumer era based on brand IP - taking Mixue Ice Cream & Tea as an example[J]. Old brand marketing,2022(21):21-23.

[3]. Yuan Pei Yun. Analysis of the communication strategy of advertising music in a short video platform--taking Mixue Ice Cream & Tea as an example[J]. Extraction and editing,2022(04):143-145.

[4]. Wu Yaqing, Fujian. Exploration of brand communication entertainment in the new media era--taking Chinese local tea brand Mixue Ice Cream & Tea as an example[J]. Sound Screen World,2022(18):87-89.

[5]. Viral spread, have you been brainwashed by Mixue Ice Cream & Tea? [EB/OL]. Zhongnan Public Opinion, 2022-09-03. http://www.ichmw.com/show10-12829-1.html.

[6]. Chen Qianting, Zhang Miao. Brand marketing optimization strategy of contemporary netflix products [J]. Modern Marketing,2022(08):163-165.DOI:10.19921/j.cnki.1009-2994.2022-08-0163-054.

[7]. Hu Zhuo-Lin, Yang Min, Wang Si-Qian, Han Ji-Huan, Bai Ya-Qin. Exploring the new media marketing strategy of Mixue Ice Cream & Tea based on 4I theory[J]. Modern Business,2023(03):3-6. DOI:10.14097/j.cnki.5392/2023.03.004.

[8]. Wang Shui. Behind the fire of Mixue Ice Cream & Tea: Erchuang, Jitterbug and the "100,000 Iron Army"[J]. Sales and Marketing (Management Edition),2021(08):72-75.

[9]. Li Mengqi. Analysis of marketing strategies in the domestic tea industry under the new situation - taking hi tea as an example[J]. Modern Marketing (Business Edition),2021,No.342(06):71-72.DOI:10.19921/j.cnki.1009-2994.2021-06-0071-036.

[10]. Du Jia Yi. Rejuvenation strategy of national brands of tea drinks in the Internet era: the example of Mixue Ice Cream & Tea[J]. Today Media,2022,30(09):114-116.

Cite this article

Wang,X. (2023). Brand Marketing Strategy Analysis of the Tea Beverage Industry ——Taking Mixue Ice Cream & Tea as an Example. Advances in Economics, Management and Political Sciences,23,71-75.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-89-8(Print) / 978-1-915371-90-4(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.23
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Zhang Yan. Analysis of the development strategy of tea beverage industry based on the SWOT model - taking Mixue Ice Cream & Tea as an example[J]. Modern Marketing,2022(09):68-70.DOI:10.19932/j.cnki.22-1256/F.2022.09.068.

[2]. Yao Yuxuan. Analysis of marketing and communication strategies in the new consumer era based on brand IP - taking Mixue Ice Cream & Tea as an example[J]. Old brand marketing,2022(21):21-23.

[3]. Yuan Pei Yun. Analysis of the communication strategy of advertising music in a short video platform--taking Mixue Ice Cream & Tea as an example[J]. Extraction and editing,2022(04):143-145.

[4]. Wu Yaqing, Fujian. Exploration of brand communication entertainment in the new media era--taking Chinese local tea brand Mixue Ice Cream & Tea as an example[J]. Sound Screen World,2022(18):87-89.

[5]. Viral spread, have you been brainwashed by Mixue Ice Cream & Tea? [EB/OL]. Zhongnan Public Opinion, 2022-09-03. http://www.ichmw.com/show10-12829-1.html.

[6]. Chen Qianting, Zhang Miao. Brand marketing optimization strategy of contemporary netflix products [J]. Modern Marketing,2022(08):163-165.DOI:10.19921/j.cnki.1009-2994.2022-08-0163-054.

[7]. Hu Zhuo-Lin, Yang Min, Wang Si-Qian, Han Ji-Huan, Bai Ya-Qin. Exploring the new media marketing strategy of Mixue Ice Cream & Tea based on 4I theory[J]. Modern Business,2023(03):3-6. DOI:10.14097/j.cnki.5392/2023.03.004.

[8]. Wang Shui. Behind the fire of Mixue Ice Cream & Tea: Erchuang, Jitterbug and the "100,000 Iron Army"[J]. Sales and Marketing (Management Edition),2021(08):72-75.

[9]. Li Mengqi. Analysis of marketing strategies in the domestic tea industry under the new situation - taking hi tea as an example[J]. Modern Marketing (Business Edition),2021,No.342(06):71-72.DOI:10.19921/j.cnki.1009-2994.2021-06-0071-036.

[10]. Du Jia Yi. Rejuvenation strategy of national brands of tea drinks in the Internet era: the example of Mixue Ice Cream & Tea[J]. Today Media,2022,30(09):114-116.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.