Research on Social Marketing Strategy on MIXUE Ice Cream & Tea

Jianran Cui ()
Additional contact information
Jianran Cui: Huazhong Agricultural University, College of Foreign Languages

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 239-247 from Springer

Abstract: Abstract The new tea drink industry is developing rapidly, and many tea drink brands have risen rapidly in recent years. In such a competitive market, MIXUE Ice Cream & Tea has come out of the red sea with its excellent marketing strategy. Some researchers use 4P or 4I theoretical models to analyse MIXUE’s marketing strategy mix. However, there is a research gap on the social marketing strategy of MIXUE Ice Cream & Tea. Therefore, this paper investigates the social marketing strategy of MIXUE Ice Cream & Tea through case study method and literature reading method. It is found that MIXUE Ice Cream & Tea has adopted excellent social marketing strategies both in terms of social media operation and brand IP construction and promotion. However, its marketing strategy still suffers from the risk of over-marketing and the lack of interaction with consumers. In this regard, the author suggests replacing high quantity with high quality to avoid over-marketing and enrich the emotional interaction experience.

Keywords: MIXUE; social marketing strategy; social media marketing; IP (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_30

Ordering information: This item can be ordered from
http://www.springer.com/9789464634594

DOI: 10.2991/978-94-6463-459-4_30

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().