Research on Social Media Marketing Strategy of the Milk Tea Industry

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.