How Integrated Marketing Accurately Shapes Consumer Behavior: Taking Honey Snow Ice City as an Example

Chongyi He ()
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Chongyi He: Jilin University of Arts, Chinese Operas School

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 84-90 from Springer

Abstract: Abstract With the continuous development of China’s economy, people’s consumption level has generally improved, especially the demand and consumption of fast-selling products have greatly increased. Tea drinks are deeply affected. This paper studies how to influence consumer behavior from the perspective of in-depth analysis. First of all, the brand of Honey Snow Ice City is analyzed, then the marketing idea is analyzed, and finally, some suggestions are put forward and conclusions are drawn. By the method of literature analysis, this paper takes “Honey Snow Ice City” as the research object, and studies the marketing strategy and model of Honey Snow Ice City, to further analyze consumers’ purchasing motives. It is found that integrated marketing brings consumers better information integration than other competitive brands, which is the main motivation for consumers to buy. In addition, the marketing model of Honey Snow Ice City has given birth to many problems, such as the serious homogenization of marketing content among platforms, and the fact that each platform has a certain basic fan base but fails to realize traffic conversion. In addition, this study will put forward suggestions for the marketing development of the Chinese tea brand market.

Keywords: Integrated Marketing; Consumer Behavior; Honey Snow Ice City (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_11

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DOI: 10.2991/978-94-6463-459-4_11

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