Analysis on the Marketing Strategy of MXBC MilkTea

DOI

10.2991/assehr.k.211209.010How to use a DOI?

Keywords

MilkTea; Franchise model; MXBC; Marketing Strategy; Pricing

Abstract

This paper studies the reasons for the success of MXBC marketing strategy. With the early background information of the MXBC and Industry, this article adopted the secondary research method to collect essential data and information. The purpose of conducting this research is to reveal the marketing strategy secret of MXBC, analyze its franchise model by discussing its pros and cons. In this model, because the supply chain of MXBC supports all of its opening franchised stores from raw materials to finished products, MXBC can gain a high amount of revenue through supporting them. But at the meantime, the franchise model also harms its future growth. For example, saturation of franchised stores will lead to fiercer competition, even the same brand. Thus, MXBC should consider changing its marketing method to avoid these problems.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ziwen Chen
PY  - 2021
DA  - 2021/12/15
TI  - Analysis on the Marketing Strategy of MXBC MilkTea
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 60
EP  - 64
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.010
DO  - 10.2991/assehr.k.211209.010
ID  - Chen2021
ER  -