The Business Strategies of Mixue Ice Cream & Tea on Brand Loyalty
DOI:
https://doi.org/10.54097/j1w4j585Keywords:
Mixue Ice Cream & Tea, brand loyalty, low cost, communication, convenience.Abstract
Mixue Ice Cream & Tea enjoys a unique loyalty among China's younger generation by making low-priced ice cream and drinks. In front of a large variety of drink brands, discovering the secret behind Mixue Ice Cream & Tea as the "No. 1" of the new generation of favorite tea drinks will be the main target of this paper. This paper took advantage of the marketing mix theory of the 4Cs to demonstrated that cost, communication, and convenience accelerate the growth of brand loyalty. Through theoretical analysis, data from current affairs news, and consumers’ real comments, this paper detected that low cost, positive and multiple communication, and convenient purchases would effectively attract loyal consumers. Finally, this paper suggested that Mixue Ice Cream & Tea should improve its service and the quality assurance of its products, innovate event planning, improve technical support, and improve other aspects to adhere to its position in the hearts of consumers.
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