Abstract
With the accelerated development of the national economy, people began to pay attention to the quality of life and pursue higher requirements of life, under the satisfying conditions of daily food and clothing. The birth of milk tea industry catches this opportunity and was created. With the increasing popularity of the milk tea market, the competition is gradually fierce. In recent years, although Mixue Ice-cream&City even as a high popularity brand, but still inevitably affected by the impact of AUNTEAJENNY, Chabaidao, HEYTEA etc. This Brand is limited by low price labels, high brand homogenization and low media utilization. These problems have gradually weakened the brand advantage of Mixue Ice-cream&Tea. This text takes Mixue Ice-cream&Tea as the research object, searching and sorting out the relevant research of experts and scholars. Through the information analysis of the existing literature and brand data, analyzed deeply the current marketing methods of Mixue Ice-cream&Tea. This text discusses the main difficulties and marketing problems of this brand at present, and puts forward corresponding optimization suggestions for 4c research theory to improve the market share of Mixue Ice-cream&Tea.
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