How Integrated Marketing Accurately Shapes Consumer Behavior: Taking Honey Snow Ice City as an Example

DOI

10.2991/978-94-6463-459-4_11How to use a DOI?

Keywords

Integrated Marketing; Consumer Behavior; Honey Snow Ice City

Abstract

With the continuous development of China’s economy, people’s consumption level has generally improved, especially the demand and consumption of fast-selling products have greatly increased. Tea drinks are deeply affected. This paper studies how to influence consumer behavior from the perspective of in-depth analysis. First of all, the brand of Honey Snow Ice City is analyzed, then the marketing idea is analyzed, and finally, some suggestions are put forward and conclusions are drawn. By the method of literature analysis, this paper takes “Honey Snow Ice City” as the research object, and studies the marketing strategy and model of Honey Snow Ice City, to further analyze consumers’ purchasing motives. It is found that integrated marketing brings consumers better information integration than other competitive brands, which is the main motivation for consumers to buy. In addition, the marketing model of Honey Snow Ice City has given birth to many problems, such as the serious homogenization of marketing content among platforms, and the fact that each platform has a certain basic fan base but fails to realize traffic conversion. In addition, this study will put forward suggestions for the marketing development of the Chinese tea brand market.

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.

Download article (PDF)

TY  - CONF
AU  - Chongyi He
PY  - 2024
DA  - 2024/07/23
TI  - How Integrated Marketing Accurately Shapes Consumer Behavior: Taking Honey Snow Ice City as an Example
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 84
EP  - 90
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_11
DO  - 10.2991/978-94-6463-459-4_11
ID  - He2024
ER  -