A Case Study on the Marketing Strategies of Mixue 
Bingcheng

Zihao Zhu

doi:10.70711/memf.v2i12.8379

A Case Study on the Marketing Strategies of Mixue Bingcheng

Zihao Zhu

Abstract

This paper examines the marketing strategies of Mixue Bingcheng, a leading Chinese ice cream and tea beverage brand. Through a
SWOT analysis and an in-depth look at its target audience, this study evaluates the brands marketing strategies, highlighting their advantages
and disadvantages, and concludes with strategic suggestions for future growth.

Keywords

Marketing strategies; Tea beverage industry; Mixue Bingcheng

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References

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DOI: http://dx.doi.org/10.70711/memf.v2i12.8379

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