"奶茶市场背景与蜜雪冰城营销策略优化研究"

Milk tea drinks have become increasingly popular among urban youth in China, with brands such as Heytea, Lelecha, and Naixue's Tea leading the high-end market. Fierce competition in the market has led to the need for innovative marketing strategies to maintain and grow a customer base. This research focuses on the marketing strategies of the milk tea brand, MEXUE Bingcheng. MEXUE Bingcheng is a chain brand specializing in fresh ice cream and milk tea, with a strong brand presence in central China since its establishment in the late 20th century. This research starts with a review of relevant literature on marketing in domestic and international markets, and conducts a SWOT analysis of MEXUE Bingcheng. Additionally, consumer purchase habits in the Zhengzhou market were investigated to further inform the development of marketing strategies. The findings of the research point to opportunities for optimization of the existing marketing strategies of MEXUE Bingcheng using the 4Ps marketing theory. By leveraging the strengths of the brand and addressing its weaknesses, the company can adapt and improve its marketing strategies to gain a competitive edge in the market. Keywords: SWOT analysis; milk tea drinks; 4Ps marketing strategy.