Optimizing Corporate Marketing Strategies in the Era of New Media Advertising Trends: A Case Study of Mixue Ice Cream's Short Video Ads

Abstract

Short videos have become a core battleground for brand communication, with new media advertising entering the deep waters of “AI + humanization.” Enterprises urgently need to establish systematic marketing optimization logic. This study examines the short video advertising practices of Milk Snow Ice City, employing case analysis to dissect its communication elements based on the 5W communication theory. Findings are validated through literature review and data synthesis. Findings indicate that Mixue Ice Cream achieved brand breakthroughs through diverse communication channels, precise content strategies, and omnichannel deployment, though optimization remains possible in influencer management and content innovation. Consequently, the study proposes a systematic optimization pathway for corporate short video marketing, encompassing tiered empowerment mechanisms, innovative content systems, and channel synergy strategies, providing practical guidance for businesses adapting to new media advertising trends.