Research on the Marketing Strategy of Mi Xue Ice Cream and Tea -Based on the 4Cs of Marketing

Abstract

With the rapid development of the economy in recent years, China's new-style tea drinks market is expanding, and consumer enthusiasm for new-style tea drinks continues to rise. Among them, Mi Xue Ice Cream and Tea performs outstandingly and develops very well. With increasingly fierce competition, the focus of business operations gradually shifted to how to occupy the customer's mind and obtain long-term customer value. The 4Cs of marketing are widely used in modern marketing practice, which emphasizes consumer-centeredness and helps establish a long-term and stable relationship between enterprises and customers through several elements. Based on the 4Cs of marketing, the study highlights consumer-centeredness. It explores the successful marketing strategy of Mi Xue Ice Cream and Tea from four aspects: customer, cost, convenience, and communication. By taking consumer demands into account, controlling costs, providing convenience to consumers, and paying attention to customer communication, Mi Xue becomes popular among consumers.