Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 52 , 01 December 2023
Open
Access | Article
Research on the Marketing Strategy of Mi Xue Ice Cream and Tea -Based on the 4Cs of Marketing
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of the economy in recent years, China's new-style tea drinks market is expanding, and consumer enthusiasm for new-style tea drinks continues to rise. Among them, Mi Xue Ice Cream and Tea performs outstandingly and develops very well. With increasingly fierce competition, the focus of business operations gradually shifted to how to occupy the customer's mind and obtain long-term customer value. The 4Cs of marketing are widely used in modern marketing practice, which emphasizes consumer-centeredness and helps establish a long-term and stable relationship between enterprises and customers through several elements. Based on the 4Cs of marketing, the study highlights consumer-centeredness. It explores the successful marketing strategy of Mi Xue Ice Cream and Tea from four aspects: customer, cost, convenience, and communication. By taking consumer demands into account, controlling costs, providing convenience to consumers, and paying attention to customer communication, Mi Xue becomes popular among consumers.
Keywords
the 4Cs of marketing, Mi Xue Ice Cream and Tea, consumer-centric, marketing strategy, new-style tea drinks
References
1. Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11, 335-340.
2. Khan, M. T. (2014). The concept of ‘marketing mix’ and its elements. International journal of information, business, and management, 6(2), 95-107.
3. Xia, Y. (2022). Integrated Marketing Communication Based on 4C Theory and Its Application-Taking Mi Xue Ice Cream and Tea as an Example. Commercial Exhibition Economy (19), 42-44. doi:10.19995/j.cnki.CN10-1617/F7.2022.19.042.
4. Hu, Z., Yang, M., Wang S., Han, C., & Bai Y. (2023). Exploration of New Media Marketing Strategy of Mi Xue Ice Cream and Tea Based on 4I Theory. Modern Business. (03),3-6. doi:10.14097/j.cnki.5392/2023.03.004.
5. Yuan, P. (2022). Analysis of communication strategies for advertising music on short video platforms -- Take Mi Xue Ice Cream and Tea as an example. Interviewing, writing, and editing (04),143-145.
6. Xu, H., Xiang, Y. & Wang J. (2023) Analysis on the development model of new tea drink brand based on differentiation strategy -- taking Mi Xue Ice Cream and Tea as an example. Operation and management (05), 44-49. doi:10.16517/j.cnki.cn12-1034/f.2023.05.005.
7. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1–27.
8. Zhang Y. (2022). Analysis of tea industry development strategy based on the SWOT model -- Take Mi Xue Ice Cream and Tea as an example. Modern Marketing (Next issue) (09),68-70. doi:10.19932/j.cnki.22-1256/F.2022.09.068.
9. Zhang Y. (2022). Analysis of tea industry development strategy based on the SWOT model -- Take Mi Xue Ice Cream and Tea as an example. Modern Marketing (Next issue) (09),68-70. doi:10.19932/j.cnki.22-1256/F.2022.09.068.
10. Yao, Y. (2022). Analysis of Marketing and Communication Strategies in the New Consumption Era Based on Brand IP: The Case of Mi Xue Ice Cream and Tea. Brand Marketing for Old Firms (21),21-23.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International 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 Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-151-3
- ISBN (Online)
- 978-1-83558-152-0
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/52/20230729
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited