Chen Wanwan
ABSTRACT
This study investigates the implementation of marketing strategies at the Mixue Bingcheng Zhuhai GK Branch, using a mixed-methods approach to assess their effectiveness in enhancing branch performance. Surveys with 80 employees and 90 consumers were conducted to evaluate the strategies’ objectives, content, activities, and assessment methods, as well as to examine employee competence and consumer satisfaction. The results revealed that while the branch’s marketing strategies were generally effective, challenges such as gaps in marketing knowledge, limited resources, and coordination issues hindered their full potential. A significant positive relationship was found between strategy implementation and improvements in market share, consumer behavior, and annual sales. Based on these findings, the study recommends improving employee training, increasing resources, enhancing interdepartmental coordination, and integrating digital marketing tools. Additionally, regular evaluations and a better system for collecting customer feedback are suggested to ensure continuous improvement and sustainable growth.
Keywords: Performance, marketing strategies, mixuebingcheng