Research on Social Marketing Strategy on MIXUE Ice Cream & Tea

The new tea drink industry is developing rapidly, and many tea drink brands have risen rapidly in recent years.In such a competitive market, MIXUE Ice Cream & Tea has come out of the red sea with its excellent marketing strategy.Some researchers use 4P or 4I theoretical models to analyse MIXUE's marketing strategy mix.However, there is a research gap on the social marketing strategy of MIXUE Ice Cream & Tea.Therefore, this paper investigates the social marketing strategy of MIXUE Ice Cream & Tea through case study method and literature reading method.It is found that MIXUE Ice Cream & Tea has adopted excellent social marketing strategies both in terms of social media operation and brand IP construction and promotion.However, its marketing strategy still suffers from the risk of over-marketing and the lack of interaction with consumers.In this regard, the author suggests replacing high quantity with high quality to avoid over-marketing and enrich the emotional interaction experience.