 The Marketing Strategy of MixueXiao Tan ()
A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 214-220 from Springer Abstract: Abstract This article explores MIXUE’s marketing strategy in China. First, the background and marketing strategy of the MIXUE brand is introduced, including its low-price positioning and marketing methods. The focus was on the creation of brand image, such as the role of the cute Snow King image and the infectious theme song in brand promotion. The article also analyzes the brand’s strengths and opportunities and its challenges and threats. Regarding the existing problems, suggestions were put forward to enhance the quality of raw materials, cooperate with evaluation bloggers, establish a unified management system, establish emotional connections with consumers, and develop new product lines. Finally, it was concluded that through improving the supply chain, opening large-scale stores, and vigorously promoting the brand image, Mixue achieved success in the highly competitive milk tea market. This paper comprehensively analyzes the market strategy of Mixue, proposes solutions, and provides valuable suggestions for the development of the brand. Keywords: Sinking market; Swot analysis; Low price (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_27 Ordering information: This item can be ordered from DOI: 10.2991/978-94-6463-459-4_27 Access Statistics for this chapter More chapters in Advances in Economics, Business and Management Research from Springer |
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