Studying the Marketing strategy and future development trend of mild tea market in China - Take Mixue ice city as an example.
Author : Fan Yang
New Oriental Yangzhou Foreign Language School, YangZhou, China
Starting from the background of China's current tea industry entering the chainteaconsumption upgrading 2.0, this paper studies the driving force of the development of the tea industry under the background of the reform and the marketing strategiesadopted for different consumer groups -- taking Mixue as an example, and present astrategy according to the specific situation. This paper mainly analyzes the marketing strategy of Mixue from the dimensions of enterprise profile, macro environment, micro environment, enterprise itself andconsumers, which adopts PEST analysis model, SWOT analysis model, STPtheoryand 4P theory in marketing using data research, SPSS and other data analysis tools for data processing.
Through research, this paper believes that China's milk tea industry still has a sinkingmarket that has not been fully saturated which is the core focus of brand positioningfor different brands in the future. Currently, we-media tools play a great role intoday's marketing. And the rational use of we-media can successfully promote themarketing strategies.