An analysis on the Relationship between Diversified Product Lines and Brand Loyalty in the Ice Cream Industry —— Taking Dairy Queen Ice Cream China Company as an Example

Abstract

This article takes Dairy Queen (DQ) Ice Cream China Company as a highly representative sample, cleverly using a combination of case analysis and empirical research to explore the relationship between diversified product lines and brand loyalty in the ice cream industry in depth and comprehensively. Firstly, the paper elaborated on the development background of the ice cream industry in detail from the long river of history, the development of ice cream has a long history, evolving from the ancient Western legend period and constantly undergoing changes over the long years. However DQ ice cream currently faces many severe challenges. At the market level, the phenomenon of store closures is often seen, which reflects the difficulties they face in the fierce market competition. Competitors are emerging like mushrooms after rain, putting DQ under enormous external pressure. After in-depth analysis of industry trends and competitive landscape, it is clearly found that DQ has problems in multiple key areas and is under tremendous competitive pressure. In terms of product quality, DO can no longer fully meet the increasingly high quality requirements of consumers. In the service process, the efficiency and quality of its services need to be improved.