DIGITAL BRAND IMAGE AND COMMUNICATION STRATEGIES OF MIXUE ICE CREAM &TEA IN TAIAN CITY, PEOPLE’S REPUBLIC OF CHINA

บทคัดย่อ

        The research objective were: 1) to explore the digital brand image and positioning of MIXUE Ice Cream & Tea. 2) to analyze potential digital branding strategies to enhance MIXUE's market position  and 3) to study digital brand communication for awareness and recognition in Taian City, people’s republic of China.

        The research methodology was qualitative research. Through in-depth interviews and document research, the key informants were chosen by purposive sampling in 3 groups 14 people for example 1) brand image and positioning of MIXUE Ice Cream & Tea consisting of one marketing director, one public relations managers, two branch managers, 2) potential branding strategies consisting of two n Taishan District, ea ชขตไทชานbrand academic professionals , two digital marketing managers, one Communication Arts Professor and 3) brand awareness and recognition of the marketing consisting of five consumers. The research instruments consisted of structured in-depth interview guides while the data were analyzed using content analysis to identify key themes.

        Research found indicate that 1) MIXUE brand image is strongly shaped by its iconic “Snowman” mascot and widely recognized theme song, both of which are deeply rooted in consumers’ minds. The bright and colorful store design conveys a youthful, fun, and playful atmosphere, effectively attracting customers and fostering emotional attachment. 2) Local marketing strategies further enhance this image, including partnerships with influencers, community events, and active use of digital platforms. Through WeChat, MIXUE provides product updates, promotions, and purchase links, while on Douyin, it shares engaging short videos about product-making and employee stories. These approaches reinforce its positioning as “delicious and affordable” and 3) help broaden consumer reach. At the same time, consumers primarily associate MIXUE Ice Cream & Tea with affordability, reflecting the effectiveness of its communication strategy in raising brand awareness. However, to remain competitive, the brand should adapt to the growing trend of healthy consumption, enrich its brand culture, and optimize services for diverse consumer groups. Recommendations include formulating innovation policies, enhancing team training, and promoting sustainability to strengthen MIXUE’s presence in Taian. In addition, adopting mixed-method research and exploring emerging technologies can further improve brand communication and the overall effectiveness of its strategic initiatives.