Analysis of Marketing Strategy of MIXUE Ice Cream & Tea Company Based on SWOT Model

In recent years, the market for freshly made tea has boomed, attracting many emerging brands such as MIXUE Ice Cream & Tea (MIXUE). In the face of fierce competition and the challenge of homogeneous products, MIXUE needs to continuously optimize its marketing strategies to maintain its competitive advantages. This study takes MIXUE as the research object, adopts the SWOT model, aims to analyze the success of its marketing strategy, and puts forward optimization suggestions. Through the SWOT model analysis, the potential problems with the current marketing strategies of MIXUE are revealed. At present, the brand maintains a certain low-end market advantage in the freshly made tea market, but faces the disadvantages of fierce homogeneous competition and a relatively single market model. Its products are seriously homogeneous, food hygiene and safety problems are frequent, there is a lack of innovation in publicity methods, the low-price strategy affects the long-term profitability of the stores, and it lacks reasonable operation of its own online channels. These problems make MIXUE face development obstacles and risks. At the same time, this paper proposes improvement strategies in terms of enhancing innovation, strengthening food safety management, improving personnel management and after-sales service, optimizing cost performance, broadening price range, and increasing brand promotion channels, so as to enhance marketing power and competitiveness. It provides new ideas for improving its marketing power and competitiveness, and also has reference significance for the development of the entire tea industry.