A Study on the Influence of Sign Shaping on Consumption Intention Take Mixue Ice Cream & Tea for Example

Abstract

With the arrival of new consumption era, the consumption of a commodity at this time is not limited to its own use value and exchange value. Symbol consumption has become a trend. In this case, enterprises shape their identity through precisely targeting the audience market to stimulate consumers to consume. Based on the phenomenon that Mixue Ice Cream & Tea, which is a tea drinking company, achieves its success in the Chinese market, this study explores the marketing logic behind it. The paper takes the sign value perception as the foundation connecting the self-concept with the product consistency to explain the change of consumers' consumption intention through the symbol value and value of the enterprise symbol shaped by it. In summary, it can be drawn from the research that the more matching between the shaped sign and the corporate image, the higher the consumer's consumption intention is. The main purpose of this paper is to explore the marketing strategy of Mixue Ice Cream & Tea, so as to provide suggestions for other local enterprises to enter the sinking market and improve the market share.