Download pdf
Analysis of Marketing Strategy of Mixue Ice Cream & Tea on Social Media Platforms
- 1 Xi’an International Studies University
- 2 International education of Beijing No.8 high school
- 3 High School Affiliated To Nanjing Normal University
* Author to whom correspondence should be addressed.
Abstract
With the improvement of people's quality of life, in addition to focusing on food, people are also fonder of various drinks. Since its establishment in 1997, Mixue Ice Cream & Tea has been continuously developing and growing. By 2023, the number of Chinese stores in Mixue Ice Cream & Tea has exceeded 10000, covering 31 provinces (cities, autonomous regions), and is actively exploring overseas markets, with a large number of loyal consumers nationwide. The brand expanded rapidly in the sinking market with the business model of low price and franchising and became the fastest dark horse in the tea industry. This study provides a brief overview of the market development status of Mixue Ice Cream & Tea and studies its marketing strategies based on the 4P theory. It analyzes the products, prices, place, promotion strategies, and the reasons for their effectiveness in Mixue Ice Cream & Tea, and proposes suggestions for future sustainable development. This study found that the marketing strategy of Mixue Ice Cream & Tea is effective, attracting a large number of consumers for Mixue Ice Cream & Tea. Its marketing strategy can be summarized as follows: positioning the brand with genuine materials and high quality and affordable prices, and using a combination of online and offline marketing strategies to meet the consumer needs of the target market with safe and reassuring products.
Keywords
Mixue Ice Cream & Tea, marketing strategy, 4P marketing theory, suggested opinions
[1]. Bai, P. (2021) Analysis of Marketing Strategies for Fashion Brands - Taking "Victoria's Secret" as an Example. Modern Marketing (Second Edition), 196 (04), 76-77.
[2]. Li, X., Yang, Z.M. (2022) Analysis of Generation Z's Online Marketing Strategy -- Taking "Huaxizi" as an Example. Internet Weekly, 772 (22), 70-72.
[3]. Ji, L.Y., Li, C., Yang, S.L. (2021) Analysis of Chengde Lulu Marketing Strategy Based on 4P Marketing Theory. China Collective Economy, 690 (34), 69-70.
[4]. Ma, M.M., Zhang, S.H. (2022) Analysis of Innovative Beverage Brand Marketing Strategy Based on the "4P Theory" - Taking Y Company as an Example. Investment and Entrepreneurship, 33 (17), 134-136.
[5]. Zhang, W.Y. (2022) Marketing Strategy Analysis of Three Squirrels. Shinise Marketing, (02), 28-30.
[6]. Li, M.Q. (2021) Analysis of Marketing Strategies in the Domestic Tea Drink Industry under the New Situation - Taking Xicha as an Example. Modern Marketing (Business Edition), 342 (06), 71-72.
[7]. Ma, L., Wang, Z.P. (2023) Analysis of Online Marketing Strategies - Taking X Tea as an Example. Business Observation, 9 (05), 21-25.
[8]. Bai, Y.L., Wang, M. (2018) Consumer Behavior Beijing: China Machine Press, 42-52.
[9]. Mei, X.Y. (2021) Analysis on the Marketing Strategy of Mixue Ice City Based on 4P Marketing Theory. News Culture Construction, (17), 145-146.
[10]. Wu, Y.Q. (2022) An Analysis of Brand Communication Entertainment in the New Media Era: A Case Study of Chinese Local Tea Brand Mixue Ice Cream & Tea. World of Sound Screen, (18), 87-89.
[11]. Zeng, W. (2022) IP Brand under the Perspective of Tea Brand Communication Strategy Research. Shanghai Normal University.
[12]. Wang, Z.C. (2020) SWOT Analysis and Development Strategy Research of China's Beverage Industry. Business Situation, (46), 192.
Cite this article
Liu,Y.;Wang,S.;Zhang,Y. (2023). Analysis of Marketing Strategy of Mixue Ice Cream & Tea on Social Media Platforms. Advances in Economics, Management and Political Sciences,48,224-229.
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 2nd International Conference on Financial Technology and Business Analysis
© 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).