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. 60 , 05 January 2024
Open
Access | Article
Analysis of Marketing Strategy Based on Consumer Behavior and Psychology —In the Example of Mixue Tea
* Author to whom correspondence should be addressed.
Abstract
As the Milk Tea market significantly improved, competition between new Milk Tea brands started to intensify. Humanity's stubborn human nature refuses conscious and blatant advertisement as they do not want to be forced, leading to the more detailed and diverse "side-way" marketing method-- Psychological marketing—one of the best and most efficient categories of subconscious advertisement. The psychological approach to consumers is a wise choice because of its hidden advertising that suits perfectly rebellious human nature. Through analyzing Mixue Tea's current marketing situation in the SWOT method and its psychological marketing in online influences and human subconsciousness categories, the research finds out how Mixue Tea successfully has a stable role in the Milk Tea market by setting the brand's updating path strictly based on Mixue Tea's targeted population's expectations and situation but failed to realize its problem of the brand's root which is its quality. Lastly, additional advice for Mixue Tea is explained in the basics of Mixue Tea's product weakness, inflexibility of the ordering system, and unsuitable brand personality.
Keywords
Mixue Tea, SWOT analysis, marketing psychology
References
1. Wang Xian, Liu Chi, Zhao Qing Qing, Wang Yan, Shu Chang Yue, Gao Meng Yao. Mixue Tea SWOT Analysis Report. 2015.12.23.
2. Zhang Yan. Analysis of the development strategy of the tea beverage industry based on the SWOT model - taking Mixue Bingcheng as an example. Modern Marketing: Part 2, 2022(9):68-70.
3. Mei Xiyu • Exploration of Marketing Strategy of Michelle Ice City Based on 4P Marketing Theory-News Culture Construction, 2021(17): 145-146.
4. Du Yuxia. Analysis of marketing strategies of advertising music on short video platforms. Industrial Innovation Research, 2023(15):96-98.
5. Cong Jing. "Intentional attention" and "unintentional attention": User connection in the all-media era - looking at the "transformation" and "integration" of traditional media from two practical cases. Journalist Cradle, 2023(05):132-134.
6. Wang Bin, Feng Minxue. The hidden logic of the "Mixue Ice City" advertisement - irrational consumption and thinking driven by the marginal path. International Brand Observation, 2021(31):58-60.
7. Zhang Bing. Research on Mixue Bingcheng brand IP visual image design. Advertising View, 2022(35):0007-0009.
8. Zhang Yan. Analysis of development strategies of tea beverage industry based on SWOT model - taking Mixue Bingcheng as an example. Modern Marketing (Later Issue), 2022(09):68-70.DOI:10.19932/j .cnki.22-1256/F.2022.09.068.
9. Lin Xiaowan, Pan Yujun, Ma Jiashen, etc. Analysis of the spatial pattern and influencing factors of milk tea stores - taking Heytea and Mixue Bingcheng as examples. Journal of Hainan Normal University (Natural Science Edition), 2023, 36( 01):101-109.
10. Jessica L. Tracy, Richard W. Robins. Theoretical Perspectives. Retrieved from https://books.google.com.tw/books?hl=zhCN&lr=&id=FWYuAgAAQBAJ&oi=fnd&pg=PA263&dq=human+nature+of+pride&ots =kaXI8mXG4f&sig=ssTX64KEfw4Qo95uoq9bbgsOX4c&redir_esc=y#v=onepage&q&f=false
11. Liu Nan, Li Aimei, Ding Hao, etc. "The more the merrier" or "too much is too little"? ——Research on Choice Overload and Consumer Decision-making Behavior, Foreign Economics and Management, 2017, 39(09):70-82.DO1:10.16538/j.cnki.fem.2017.09.006.
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)
- 978-1-83558-211-4
- ISBN (Online)
- 978-1-83558-212-1
- Published Date
- 05 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/60/20231175
- Copyright
- 05 January 2024
- 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