Brand Digital Communication of Mixeu Ice Cream &Tea in Taishan District, Taian City, People’s Republic of China

บทคัดย่อ

The purpose of this research was: 1) To analyze the brand image and positioning of MIXUE Ice Cream & Tea in Taian City, People's Republic of China. 2) To Explore potential branding strategies for MIXUE'smarket position 3) to find out about Brand Awareness and Recognition Communication of MIXUE Ice Cream & Tea in Taishan District, Taian City People's Republic of China
The research methodology was qualitative research. Through in depth interviews, the key informants were chosen by purposive sampling in 3 groups of 16 people directly involved with brand awareness and recognition of the marketing director 1 person. Branch Manager 2 persons Public relations managers 2 persons, Marketing managers 2 persons, Brand academic Professional 2 persons, Communication Arts Professor 1 person and Consumers 6 persons. The research instruments used were structured in-depth interviews and data analysis to generate conclusions.
Research finding was found that 1) Consumers perceive MIXUE Ice Cream & Tea as affordable and stable in quality, with distinctive features like the "Snowman" of MIXUE Bingcheng is deeply rooted in the hearts of the people and its theme song is played in the street simage and "Youthful, Fun & Playful" image is built using "Brand Personification" strategy by creating the Snow King mascot, which has a cute, approachable, and humorous cartoon character. This mascot, along with vibrant store designs, creates a lively and welcoming atmosphere, appealing to younger demographics and fostering "Brand Affinity". 2) MIXUE and Cha's local marketing strategies are strengthened through collaborations with local food influencers and bloggers to increase brand awareness and credibility, as well as city-level marketing campaigns by cooperating with local events, universities, and community festivals. They use digital platforms for marketing, including WeChat's official account, which regularly updates new product information and promotions, introducing the product's highlights and flavors in detail, along with purchase links and discount codes. On the Douyin (Chinese TikTok) app, they post interesting short videos about the product-making process and the lives of their employees, to increase brand awareness and reinforce the brand's position as "delicious and affordable".3) Consumers learn about MIXUE Ice Cream & Tea through various channels, and the brand is associated with affordability. The communication strategy has increased brand awareness, but it should adapt to the trend of healthy consumption, enrich the brand culture, and optimize services for different consumer groups