Abstract
Peoples living needs have become increasingly diversified as a result of the rapid development of the economy. In recent years, the freshly-made tea beverage industry has seen a surge in popularity, with numerous tea beverage brands entering the market. The tea industry has formed a fruit-flavored tea and milk tea beverage model based on high-quality tea, gradually replacing the dominant position of tea powder preparation in the past In order to obtain a place in the fierce market competition, the majority of tea brands must fully understand the market changes and their own development status, and formulate long-term development strategies. This paper takes Mixue Ice Cream and Tea (hereinafter referred to as MIXUE) as the research object and uses the SWOT model to analyze its strengths, weaknesses, opportunities and threats. Besides, we analyze and study its own status quo in the construction of internal control. We also formulate future marketing and development strategies for MIXUE, aiming to improve its brand competitiveness and help it to achieve substantial development.
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