Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 43 , 10 November 2023
Open
Access | Article
Analysis on the Marketing of MIXUE Ice Cream & Tea
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Abstract
In recent years, Chinese tea brands have emerged one after another, and the market has gradually become saturated. This paper explores how MIXUE Ice Cream & Tea has become a leading brand in the low-end tea-drinking industry in China. By applying several basic models, such as Strengths, Weaknesses, Opportunities, Threats (SWOT), Segmentation, Targeting, Positioning (STP), Political, Economic, Social, Technical (PEST), and Porter's Five Forces, the author explores the success of MIXUE Ice Cream & Tea and draws a conclusion that MIXUE Ice Cream & Tea attracts a large number of consumers by utilizing its price advantage and multimedia platforms. Meanwhile, the brand can better understand the needs and preferences of the target market, which helps it achieve an improvement in brand awareness and promote the launch of suitable products. Additionally, MIXUE Ice Cream & Tea’s success is also closely associated with a conducive economic environment, policy support, and technology development. However, risks in market competition, franchise business, inherent brand impression, substitutes, etc. exist as well, and MIXUE Ice Cream & Tea still needs to overcome these difficulties in the future.
Keywords
MIXUE Ice Cream & Tea, SWOT, STP, PEST, Porter's Five Forces analysis
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-107-0
- ISBN (Online)
- 978-1-83558-108-7
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/43/20232148
- Copyright
- 10 November 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