Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

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The Marketing Strategy of Mixue

Authors
Xiao Tan1, *
1Yibin No. 3 Middle School, Yibin, 644000, China
*Corresponding author. Email: 20203565@stu.hebmu.edu.cn
Corresponding Author
Xiao Tan
Available Online 23 July 2024.
DOI
10.2991/978-94-6463-459-4_27How to use a DOI?
Keywords
Sinking market; Swot analysis; Low price
Abstract

This article explores MIXUE’s marketing strategy in China. First, the background and marketing strategy of the MIXUE brand is introduced, including its low-price positioning and marketing methods. The focus was on the creation of brand image, such as the role of the cute Snow King image and the infectious theme song in brand promotion. The article also analyzes the brand’s strengths and opportunities and its challenges and threats. Regarding the existing problems, suggestions were put forward to enhance the quality of raw materials, cooperate with evaluation bloggers, establish a unified management system, establish emotional connections with consumers, and develop new product lines. Finally, it was concluded that through improving the supply chain, opening large-scale stores, and vigorously promoting the brand image, Mixue achieved success in the highly competitive milk tea market. This paper comprehensively analyzes the market strategy of Mixue, proposes solutions, and provides valuable suggestions for the development of the brand.

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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Volume Title
Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
23 July 2024
ISBN
978-94-6463-459-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-459-4_27How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Xiao Tan
PY  - 2024
DA  - 2024/07/23
TI  - The Marketing Strategy of Mixue
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 214
EP  - 220
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_27
DO  - 10.2991/978-94-6463-459-4_27
ID  - Tan2024
ER  -