Research on Social Marketing Strategy on MIXUE Ice Cream & Tea

DOI

10.2991/978-94-6463-459-4_30How to use a DOI?

Keywords

MIXUE; social marketing strategy; social media marketing; IP

Abstract

The new tea drink industry is developing rapidly, and many tea drink brands have risen rapidly in recent years. In such a competitive market, MIXUE Ice Cream & Tea has come out of the red sea with its excellent marketing strategy. Some researchers use 4P or 4I theoretical models to analyse MIXUE’s marketing strategy mix. However, there is a research gap on the social marketing strategy of MIXUE Ice Cream & Tea. Therefore, this paper investigates the social marketing strategy of MIXUE Ice Cream & Tea through case study method and literature reading method. It is found that MIXUE Ice Cream & Tea has adopted excellent social marketing strategies both in terms of social media operation and brand IP construction and promotion. However, its marketing strategy still suffers from the risk of over-marketing and the lack of interaction with consumers. In this regard, the author suggests replacing high quantity with high quality to avoid over-marketing and enrich the emotional interaction experience.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jianran Cui
PY  - 2024
DA  - 2024/07/23
TI  - Research on Social Marketing Strategy on MIXUE Ice Cream & Tea
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 239
EP  - 247
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_30
DO  - 10.2991/978-94-6463-459-4_30
ID  - Cui2024
ER  -