Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

Analysis on the Marketing Strategy of MXBC MilkTea

Authors
Ziwen Chen2377963631@qq.com
Aquinas International Academy; Garden Grove, CA;
Corresponding Author
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.010How to use a DOI?
Keywords
MilkTea; Franchise model; MXBC; Marketing Strategy; Pricing
Abstract

This paper studies the reasons for the success of MXBC marketing strategy. With the early background information of the MXBC and Industry, this article adopted the secondary research method to collect essential data and information. The purpose of conducting this research is to reveal the marketing strategy secret of MXBC, analyze its franchise model by discussing its pros and cons. In this model, because the supply chain of MXBC supports all of its opening franchised stores from raw materials to finished products, MXBC can gain a high amount of revenue through supporting them. But at the meantime, the franchise model also harms its future growth. For example, saturation of franchised stores will lead to fiercer competition, even the same brand. Thus, MXBC should consider changing its marketing method to avoid these problems.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.010How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ziwen Chen
PY  - 2021
DA  - 2021/12/15
TI  - Analysis on the Marketing Strategy of MXBC MilkTea
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 60
EP  - 64
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.010
DO  - 10.2991/assehr.k.211209.010
ID  - Chen2021
ER  -