The Study Of Marketing Strategy Optimization In Mixue Ice Cream & Tea

Under the influence of the historical foundation of traditional tea culture and the background of the upgrading of the consumer structure,the Tea Drinks,as a new industry to meet the new consumer concept and demand of consumers,ushered in a booming development,with the number of stores showing explosive growth,the market scale expanded rapidly.However,due to the low level of product technology in the tea drinks industry and no barriers to entry,the entry of a large number of new brands has led to increased competition in the market,the chain rate and brand concentration,and the product homogenization tends to be serious.The problems and challenges brought by the rapid development of new tea drink brands further upgrade,and the industry closing tide emerges.In this paper,we selects Mixue,a representative brand with the largest number of stores and the widest distribution in the tea drinks,as the research object.The current marketing status,problems and causes of Mixue are studied and analyzed through three methods: literature analysis,questionnaire survey and statistical analysis.Then by using the PEST method to analyze the macro environment that Mixue is currently in,and analyze the micro environment of the internal environment,competitors and consumers.Finally,using the results of SWOT comprehensive analysis,the appropriate optimization measures of marketing strategy of Mixue are proposed.Optimization from the following four aspects: product to strengthen product innovation and improve product quality;price to enrich the product price range;channel to develop the township market and the development of online channels;promotion to improve the marketing network and innovative promotion methods.Finally,four safeguards,the configuration of an adequate and effective management structure,the establishment of a sound and advanced corporate culture,the establishment of a scientific and effective management system,and the supply of a suitable and stable talent team,are proposed to ensure the implementation of marketing strategy optimization measures.It is expected that these marketing strategy optimization and guarantee measures can provide reference for the marketing strategy optimization of Mixue and many tea drinks chain brands.