Analysis On the Marketing Model of Mixue Ice Cream & Tea That Stands Out from The Saturated Market Based On 4P Marketing Theory

Yufan Shi; Yueling Yan; Jianing Ye

doi:10.54097/tesvxx24

Authors

Yufan Shi
Yueling Yan
Jianing Ye

DOI:

https://doi.org/10.54097/tesvxx24

Keywords:

4P marketing theory, Mixue Ice Cream & Tea, marketing model.

Abstract

Under the big market of milk tea in China, Mixue Ice Cream & Tea stands out among many milk tea brands with its low price. In recent the development of Honey, Mixue Ice Cream & Tea is in full swing, and it can still get consumers’ support when facing the food safety storm. This paper uses research and literature analysis to explain how the 4P theory is used in milk tea marketing and how businessmen can be profitable through direct analysis. Taking Mixue Ice cream & Tea as an example. This study concludes that the 4P theory has been well applied in the Harbin Ice and Mixue Ice Cream & Tea market. Mixue Ice Cream & Tea skillfully combines the 4P theory with the marketing method of connecting customers Mixue Ice Cream & Tea skillfully uses emotion to capture customers’ emotions. It brings a lot of benefits to the market.

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