Optimization Analysis of Marketing Strategy for Mixue Ice City

With the development of modern society, more and more young people like to add some tea drinks, desserts and other leisure foods to their fast-paced lives. However, it is precisely because of this that the tea beverage industry is becoming increasingly popular and there are more and more brands, which leads to serious homogenization. The similarity between various brands is high, but the uniqueness of the brands is limited, making it difficult to highlight the advantages of their own brands and attract consumers. The competitiveness of the tea beverage market is increasing, and there are also many shortcomings between companies and departments. It is necessary to improve the company's marketing strategy in the market according to the constantly changing market situation, which will help the company increase profits, occupy advantages in the market, and enhance its position in the market. This article focuses on the optimization analysis of marketing strategies, combined with the current market situation, and takes Mixue Ice City as the research object to conduct research. The literature collection method and SWOT analysis method are used to deeply analyze the internal and external situation of Mixue Ice City. Based on the P marketing strategy, corresponding marketing optimization methods are proposed. This article provides an optimization plan for the marketing strategy of Mixue Ice City, which can also serve as a reference for other tea beverage industries.