A Study on the Influence of Sign Shaping on Consumption Intention —— Take Mixue Ice Cream & Tea for Example

Research Article
Open access

A Study on the Influence of Sign Shaping on Consumption Intention —— Take Mixue Ice Cream & Tea for Example

Wenxiao Wang 1*
  • 1 Shanghai Dianji University    
  • *corresponding author 201006070305@st.sdju.edu.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/26/20230568
AEMPS Vol.26
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-95-9
ISBN (Online): 978-1-915371-96-6

Abstract

With the arrival of new consumption era, the consumption of a commodity at this time is not limited to its own use value and exchange value. Symbol consumption has become a trend. In this case, enterprises shape their identity through precisely targeting the audience market to stimulate consumers to consume. Based on the phenomenon that Mixue Ice Cream & Tea, which is a tea drinking company, achieves its success in the Chinese market, this study explores the marketing logic behind it. The paper takes the sign value perception as the foundation connecting the self-concept with the product consistency to explain the change of consumers' consumption intention through the symbol value and value of the enterprise symbol shaped by it. In summary, it can be drawn from the research that the more matching between the shaped sign and the corporate image, the higher the consumer's consumption intention is. The main purpose of this paper is to explore the marketing strategy of Mixue Ice Cream & Tea, so as to provide suggestions for other local enterprises to enter the sinking market and improve the market share.

Keywords:

tea drinking enterprises, mixue ice cream & tea, symbolic value, consumption intention

Wang,W. (2023). A Study on the Influence of Sign Shaping on Consumption Intention —— Take Mixue Ice Cream & Tea for Example. Advances in Economics, Management and Political Sciences,26,175-186.
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References

[1]. Xing Li. Symbolic Value in Brand and Consumer Culture. Business Era, 2007,15,43-44

[2]. Bai Yuling. Symbolic Value Theory and Its Significance for Brand Marketing. Chinese Business Review. 2022,18,75-78

[3]. Kong Ming’an. From Consumption of Things to Symbolic Consumption - Baudrillard's Theoretical Study of Consumer Culture. Philosophical Research. 2002,11,68-74

[4]. Liu Shaojie. The Realistic Basis and Perceptual Choice of Symbolic Value Consumption. Exploration and Contention. 2018,9,58-64

[5]. Sha Zhenquan, Ye Zhanhui. The impact of customer identity on consumer flow experience based on the S-O-R model. industrial engineering. 2012,4,72-77

[6]. Philip Kotler and Gary Armstrong (written). Lou Zun (translated). Marketing: Principles and Practice. China Renmin University Press. Beijing. 131-132.2020

[7]. Hong Bo. Analysis of Consumer Purchase Behavior Decision Models in China. Journal of Yunnan University of Finance and Trade. 2006,5,43-45

[8]. Shi Yanping, Xiong Qiongyu. Research on Consumer Behavior Model Based on Sharing Perspective. Value Engineering. 2019,31,269-271

[9]. Wang Huinong. Five Patterns of Consumer Purchasing Behavior by Western Scholars. Foreign Social Sciences. 1993,4,21-25

[10]. Zhang Yan. Analysis of the Development Strategy of the Tea Drink Industry Based on the SWOT Model - Taking Honey Snow Ice City as an Example. Modern Marketing. 2022,27,68-70

Cite this article

Wang,W. (2023). A Study on the Influence of Sign Shaping on Consumption Intention —— Take Mixue Ice Cream & Tea for Example. Advances in Economics, Management and Political Sciences,26,175-186.

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

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About volume

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

ISBN：978-1-915371-95-9(Print) / 978-1-915371-96-6(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.26
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Xing Li. Symbolic Value in Brand and Consumer Culture. Business Era, 2007,15,43-44

[2]. Bai Yuling. Symbolic Value Theory and Its Significance for Brand Marketing. Chinese Business Review. 2022,18,75-78

[3]. Kong Ming’an. From Consumption of Things to Symbolic Consumption - Baudrillard's Theoretical Study of Consumer Culture. Philosophical Research. 2002,11,68-74

[4]. Liu Shaojie. The Realistic Basis and Perceptual Choice of Symbolic Value Consumption. Exploration and Contention. 2018,9,58-64

[5]. Sha Zhenquan, Ye Zhanhui. The impact of customer identity on consumer flow experience based on the S-O-R model. industrial engineering. 2012,4,72-77

[6]. Philip Kotler and Gary Armstrong (written). Lou Zun (translated). Marketing: Principles and Practice. China Renmin University Press. Beijing. 131-132.2020

[7]. Hong Bo. Analysis of Consumer Purchase Behavior Decision Models in China. Journal of Yunnan University of Finance and Trade. 2006,5,43-45

[8]. Shi Yanping, Xiong Qiongyu. Research on Consumer Behavior Model Based on Sharing Perspective. Value Engineering. 2019,31,269-271

[9]. Wang Huinong. Five Patterns of Consumer Purchasing Behavior by Western Scholars. Foreign Social Sciences. 1993,4,21-25

[10]. Zhang Yan. Analysis of the Development Strategy of the Tea Drink Industry Based on the SWOT Model - Taking Honey Snow Ice City as an Example. Modern Marketing. 2022,27,68-70

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