A Study on the Development Strategy of Mixue Bingcheng Co., Ltd. Based on the SWOT Model

Bingyi Chen

2025

Abstract

In recent years, a new consumer category of freshly made tea drinks has emerged in China. As a structural substitute and health upgrade for traditional bottled beverages, this industry has witnessed rapid development and currently has a scale of over 160 billion CNY. This paper takes Mixue Bingcheng, the affordable giant in this industry, as the research object, and uses the SWOT model to analyze the company's strengths, weaknesses, opportunities, and threats, and attempts to put forward suggestions for its future development. This paper proposes three strategies-regional innovation, sub-regional globalization, and strengthened food safety management-to enhance brand competitiveness, reduce market risks, and safeguard reputation, providing theoretical support for Mixue Bingcheng's sustainable development and offering strategic insights for the freshly-made tea beverage industry.

Paper Citation

in Harvard Style

Chen B. (2025). A Study on the Development Strategy of Mixue Bingcheng Co., Ltd. Based on the SWOT Model. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 105-112. DOI: 10.5220/0013986800004916

in Bibtex Style

@conference{prmc25,
author={Bingyi Chen},
title={A Study on the Development Strategy of Mixue Bingcheng Co., Ltd. Based on the SWOT Model},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={105-112},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986800004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - A Study on the Development Strategy of Mixue Bingcheng Co., Ltd. Based on the SWOT Model
SN - 978-989-758-778-8
AU - Chen B.
PY - 2025
SP - 105
EP - 112
DO - 10.5220/0013986800004916
PB - SciTePress