Summary

I.Introduction. 

This research project will provide an overview of the Influence of Viral Marketing
and Brand Awareness on, AEP Students' Purchase Intention of Mixue Beverage
Products. 

II.Background Research
Mixue,its a renowned brand founded in 1997 by Zhang Hongchao, specializes in
affordable ice cream and tea-based beverages. It has expanded its business to
Vietnam and operates over 100 franchise stores in Hanoi.
To target the AEP student market segment, Mixue aims to leverage viral marketing
techniques to enhance brand awareness and influence purchase intentions.

III.Rationale

Mixue, originally is a small local ice cream and milk tea shop in China,but it has
experienced an rapid expansion and now operates over 21,581 stores in at least 12
countries in the Asia-Pacific region.
With a revenue of $1.43 billion in 2021, the success of Mixue raises concerns
about its strong growth in global economic conditions, resilience against
competitors, and its appeal to young consumers.

IV.Research Objectives

The general objective of the research is to determine whether or not Mixue’s

marketing has an impact on pupils.  

And this may be presented as the following sub-objectives:  

1.To provide a comprehensive review of sources and characteristics of marketing

strategy about the success of Mixue on AEP students.  
2. To develop a constraint method of Mixue for easier constraint approach and
identification.

3. To review current industry practices and research related to business modeling.  

4. To outline a conceptual framework for total marketing management.  

V. Research Methodology

1.Scope

The scope of the study conducts for 9 weeks with the participation of AEP students
who will respond to a survey by answering some questions through an interview.
The data obtained from the survey will be analyzed and then presented specifically
in the demonstration.

2.Research design

Our research proposal consists of seven chapters:

Chapter 1 includes the abstract and introduction, providing an overview,

justification, and background information for Chapter 2.

Chapter 3 presents a preliminary literature review, evaluating key terms and some
relevant reports.
(then)
Chapter 4 will covers the research review
(while)
Chapter 5 outlines the objectives of the investigation.

Chapter 6 delves into the methodology, discussing scope, research design, and data
analysis.

The final chapter, References, includes diverse sources such as journal, newspaper
articles, and web pages for research consultation.
3. Data analysis

Data analysis in this research paper involves collecting and analyzing statistical
and quantitative data related to Mixue's financial performance and the
effectiveness of its social media activities, particularly among AEP students.

The study examines Mixue's sales growth, market share, and the overall franchise
market's quantitative growth. It also estimates Mixue's social media presence by
considering follower numbers and view counts on different platforms.

By correlating these data sets, the research aims to provide insights into how
Mixue's marketing strategy influences its financial performance and consumption
among AEP students.

VI.Research questions.
With its aim suggested, the study raises three research questions:

1.What are the marketing strategies that Mixue uses to attract customers, especially
AEP students?

2.Why do AEP students choose to consume Mixue products instead of other drinks
shops?
3.How can they catch the latest trend to reach AEP students’preferences?

VII. Research methods

1. Primary data

Its a questionnaire was designed and distributed to AEP students at NEU

University.

The questionnaire consisted of 2 questions about customers' personal information,

3 questions about their eating and drinking habits, and 11 questions about Mixue
from the customers' perspective.
We have collect responses from 77 students.

2.Secondary data

We examined various research studies and academic papers relevant to the topic
and we considered internet data, statistics, and theoretical frameworks related with
the subject matter.

After this we believe our results focus on the most critical and relevant aspects of
the topic

So that its the end of my part, our member will leads you guys from here