论“瑞幸咖啡”在新零售模式下的营销策略 On the M arketing S trategy of “ R uixing C offee ” U nder the N ew R etail M ode 内容摘要伴随着科技的发展以及经济全球化，互联网也在以一个人们意想不到的速度将世界编制成一个整体，紧随其后的物联网，拥有了大数据，人工智能，云计算等技术的加持，世界得以更加高效、便捷的运作。新零售的崛起得益于互联网与物联网的兴起，不同于传统零售“人找货”的模式，新零售似乎生来就拥有“智能营销”的基因，数据驱动线上客户端与线下门店端以及供应端形成流量闭环。数据化的用户运营模式。柔性供应链的建立。新零售行业是基于传统零售行业的创新与变革，从社会经济角度观察，信息的不对称性自新零售的问世后得以解决，从而提升消费效率。效率提升的同时，人们的生活习惯也在潜移默化的改变，生活品质与舒适度也在提高。本篇文章首先从该研究课题的时代背景以及意义入手，主要写作内容为该研究内容对于世界范围内的新零售行业的发展以及营销策略的分析，然后以“瑞幸咖啡”为例，分析新零售模式下的瑞幸咖啡的营销策略，最后根据前期收集与分析瑞幸咖啡的营销策略，给予一些可行性与针对性的建议。 □□关键词：新零售 咖啡 营销策略 Abstract □In the wake of development of technology and economic globalization, the world has been made into a whole by the internet at an unexpected speed, followed by the Internet of things, with the support of big data, artificial intelligence, cloud computing and other technologies, the world can operate more efficiently and conveniently. The rise of new retail is due to the rise of Internet and Internet of things. Different from the traditional retail mode of "people looking for goods", new retail seems to be born with the gene of "intelligent marketing". Online client, offline store and supply end form a comprehensive accommodation of all channel data and create a traffic closed-loop. Deepen user operation and create user data. Digital intelligent operation, build a flexible supply chain. New retail industry is based...
