A Study on the Operational Model of the Real Economy of MIXI Ice Cream&Tea from the Perspective of IP

Lin Lin

doi:10.54097/hbem.v21i.14497

Authors

Lin Lin

DOI:

https://doi.org/10.54097/hbem.v21i.14497

Keywords:

MIXI Ice Cream & Tea, IP, Operation Model.

Abstract

In recent years, MIXI ice cream & tea has developed rapidly in China, and one of the important reasons for its success is the success of IP creation. This study will adopt the method of case analysis to study the operational model of the real economy of MIXI ice cream & tea from the perspective of IP. The main focus will be on how to create an IP in MIXI ice cream & tea and how to use creating an IP for promotion. This study will focus on how MIXI ice cream & tea utilize IP to drive the real economy and summarize the advantages of its operation model. At the same time, it also studied the many shortcomings of MIXI ice cream & tea and proposed corresponding solutions. However, there is a lack of overall data analysis, and the survey is not comprehensive enough. We hope to conduct in-depth research in the future.

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