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. 45 , 01 December 2023
Open
Access | Article
Analyzing the Strategy of Chicecream's Brand Image Based on Marketing Mix Theory
* Author to whom correspondence should be addressed.
Abstract
Influencers refer to people who spread information through the internet and become popular due to their own attention from netizens. This idea is expanded by the term "Internet celebrity brand," which refers to a brand that has become popular with consumers through online marketing. The aim of this study was to explore how Internet celebrity brands could improve their brand image and foster consumer goodwill. This paper further developed Marketing Mix Theory by exploring the effectiveness of dimensions of Marketing Mix Theory and brand image. Besides, the research also exploited the SWOT method to analyze the product, price, place, and promotion of the Chicecream. This research concluded that Chicecream' s high pricing can generate negative perceptions among consumers, and inappropriate positioning strategies can lead to fragmentation of the brand image and detract from the effectiveness of brand marketing. Through the above summary and analysis, the article provided ideas on how to cultivate a good brand image for online celebrity brands from the perspectives of price, product, place, and promotion.
Keywords
marketing mix theory, brand image, internet celebrity brand
References
1. Liu, G.: How Can Online Red Brands Become Everlasting Famous. Chinese Brands (10), 90-91 (2022).
2. Zhang, M., Zhao, X.Z., Zhang Y.F.: Brands should not only be Internet Celebrity. Enterprise Management (10), 53-55(2022).
3. You Y.: "Fire" Zhong Xuegao. Guangcai (08), 36-37(2022).
4. Wang, C.: A Study on the Business Model of Branded Tea Drinking Enterprises under the Background of Internet Celebrity Economy -- Taking "HEYTEA" as an Example. Modern Commercial Industry (35),60-61(2021).
5. Liu, B., Peng, L.: Overview of the evolution and development of marketing mix theory models. Market Forum (03), 64-67 (2012).
6. Huang, Z.F., Lv, Q.H.: Historical Evolution and Development Trend of Marketing Mix Theory. Journal of Jiangnan University (Humanities and Social Sciences Edition) (06), 103-108(2009).
7. Malarvizhi, A., Al Mamun, A., Jayashree, S., Naznen, F., Abir. T.: Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8 (2000).
8. Cheng, Y.G., Chen, J.Y.: A Study on Consumer Buying Intention in Agricultural Live Broadcasting from the Cultural Perspective: An Exploration Based on the Grounded Theory. Enterprise Economics (02), 153-160(2023).
9. Wang, J.B., Wu, Y.C., Wang, Q.L., Li, J.:Research on the Relationship between E-commerce Anchor Attribute, Consumer Trust, and Purchase Intention - Based on the Regulating Effect of Commodity Price and E-commerce Platform Reputation. Price Theory and Practice (12), 151-154(2021).
10. Kevin W.: Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets. Procedia - Social and Behavioral Sciences(C), 2080-2085(2015).
11. Zhang, X.F.: The impact of fresh agricultural product logistics on consumer purchasing intentions in an omnichannel context. Business Economics Research (01), 63-66. (2023).
12. Xiong, W.: An Analysis of the Marketing Mix of Luckin Coffee under New Online Retail. Value Engineering (25), 14-15(2018).
13. Tang, Q.: Research on the marketing mix strategy of famous innovative and high-quality products. China Collective Economy (32), 59-60(2019).
14. Chen, X.M.: Qualitative Research Methods in Social Sciences. Chinese Social Sciences (06) (1996).
15. Shen, Y.: Application Progress and Prospect of SWOT Analysis. Knowledge Economy (09), 76(2009).
16. Lei, J.Y.: Innovation in the matching strategy between new consumer brand communication and social media platforms from the perspective of Zhong Xuegao's operational practice. New Media Research (24), 40-43+78. (2021).
17. Jiemian NEWS Homepage, https://www.jiemian.com/article/6532434.html. last accessed 2023/03/12.
18. Huaon Homepage, http://huaon.com/channel/trend/814160.html. last accessed 2023/03/12.
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)
- 978-1-83558-137-7
- ISBN (Online)
- 978-1-83558-138-4
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/45/20230254
- 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