Analysis of Marketing Strategy Based on Consumer Behavior and Psychology In the Example of Mixue Tea

As the Milk Tea market significantly improved, competition between new Milk Tea brands started to intensify. Humanity's stubborn human nature refuses conscious and blatant advertisement as they do not want to be forced, leading to the more detailed and diverse "side-way" marketing method-- Psychological marketingone of the best and most efficient categories of subconscious advertisement. The psychological approach to consumers is a wise choice because of its hidden advertising that suits perfectly rebellious human nature. Through analyzing Mixue Tea's current marketing situation in the SWOT method and its psychological marketing in online influences and human subconsciousness categories, the research finds out how Mixue Tea successfully has a stable role in the Milk Tea market by setting the brand's updating path strictly based on Mixue Tea's targeted population's expectations and situation but failed to realize its problem of the brand's root which is its quality. Lastly, additional advice for Mixue Tea is explained in the basics of Mixue Tea's product weakness, inflexibility of the ordering system, and unsuitable brand personality.