IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-459-4_27.html

The Marketing Strategy of Mixue

In: Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

Author

Listed:
  • Xiao Tan

    (Yibin No. 3 Middle School)

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.

Suggested Citation

  • Xiao Tan, 2024. "The Marketing Strategy of Mixue," Advances in Economics, Business and Management Research, in: Radulescu Magdalena & Bootheina Majoul & Satya Narayan Singh & Abdul Rauf (ed.), Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), pages 214-220, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-459-4_27
    DOI: 10.2991/978-94-6463-459-4_27
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-459-4_27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.