Effect Analysis of the Marketing Strategy of Mixue Ice Cream &Tea on Social Media Platform Based on 4I Theory

Abstract

This article begins by analyzing the rapid development and high prevalence of social media, highlighting the current marketing trend where brands widely use social media for promotion. Using Mixue ice cream &tea as a brand example, it examines the benefits of social media marketing for the brand. Summarizing Mixue ice cream &tea marketing strategies, including its key attributes, product pricing, distribution channels, and promotion, it provides an overview of the brand's current marketing methods and business model. Building on Mixue ice cream &tea's business model, the "4I" theory is applied to analyze the promotional methods employed by Mixue ice cream &tea on social media and their impact. After analysis, it is evident that Mixue ice cream &tea's marketing strategies on social media encompass elements of fun, profitability, interactivity, and personalization, resulting in nearly doubled economic benefits for the brand. Building upon the brand's existing success, some suggestions have been made for its future development, such as strengthening hygiene supervision and services, as well as diversifying the content of short videos.