Title: A Study of the Marketing Strategy of MIXUE in Thailand
Author: Zhu Chengfeng
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: International Conference on Social Sciences Research & Business Management, February 10, 2025 (pp.56-69) Click
Abstract
With the development of the economy and the rapid growth of China’s beverage industry, consumer demand has become diversified, and the beverage market has also shown a trend of diversification.
This study focuses on the market strategy of MIXUE, and appeies the 7Ps theory and SWOT analysis to explore its success factors and challenges in the beverage market. The goal is to explore the application status of the 7Ps theory in the market strategy of MIXUE, and to provide optimization suggestions for its future development based on the SWOT analysis.
This study used the documentary research method, analyzing relevant domestic and foreign literature, official data and industry reports, and drew research conclusions. The study found that the success of MIXUE is inseparable from the synergistic effect of price, product and promotion strategies in the 7Ps theory. Rich milk and tea products, low prices between 15-50 baht, a wide range of offline franchise stores, interactive and flyer promotion methods, standard service processes, and four major store specifications have helped MIXUE quickly gain a wide market share. In addition, the SWOT analysis reveals that MIXUE should further strengthen product innovation, expand online sales channels, and enhance brand image management. By optimizing these strategic initiatives, MIXUE can continue to improve its market competitiveness and achieve more stable development in the future.
Keywords: MIXUE, marketing strategy, 7Ps theory, SWOT analysis
A Study of the Marketing Strategy of MIXUE in Thailand /
6517195014 Zhu Chengfeng 2567 (2024) A Study of the Marketing Strategy of MIXUE in Thailand สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University