Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)

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Research on Social Media Marketing Strategy of the Milk Tea Industry

Authors
Xiling Jiang1, †, Yufei Xie2, *, †
1College of finance and economy, Guangdong Polytechnic Normal University, Guangzhou, 510000, China
2Faculty of business administration, University of Macau, Guangzhou, 510000, China
†

These authors contributed equally.

*Corresponding author. Email: bb92342@um.edu.mo
Corresponding Author
Yufei Xie
Available Online 29 April 2022.
DOI
10.2991/aebmr.k.220405.037How to use a DOI?
Keywords
Milk tea industry; Social media; Marketing Strategy
Abstract

This paper analyses the current situation of social media marketing channels in the milk tea industry through a case study and points out that milk tea brands’ social media marketing strategies are not systematic and reasonable. Besides, brands ignore the interaction with consumers when promoting on social media platforms. And most brands have a single marketing model. In addition, the content and forms of brand marketing in social media platforms are not diversified enough. Finally, the conversion rate of brands is low, which means it is challenging to turn exposure into actual sales. To solve these problems, this paper proposes that brands consider the characteristics of different social media platforms when developing marketing activities and formulate other marketing plans. They should improve marketing strategies for different platforms. Moreover, brands should pay more attention to the interaction with consumers and dig deep into the real needs of consumers. Brands should open up multiple marketing channels in marketing activities to realize multi-directional assistance in marketing. In terms of marketing content and attracting consumers’ attention, brands should build their own brand culture. This paper can guide milk tea enterprises when making social media marketing strategies and provide ideas for transforming and upgrading the Chinese milk tea industry in a new direction.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2022
ISBN
978-94-6239-572-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.220405.037How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Xiling Jiang
AU  - Yufei Xie
PY  - 2022
DA  - 2022/04/29
TI  - Research on Social Media Marketing Strategy of the Milk Tea Industry
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 219
EP  - 224
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.037
DO  - 10.2991/aebmr.k.220405.037
ID  - Jiang2022
ER  -