市场营销-瑞幸咖啡新零售模式现状及发展策略研究论文VIP免费

瑞幸咖啡新零售模式现状及发展策略研究【摘要】随着消费者生活质量的改善和咖啡文化身份的提高，中国的咖啡市场已显示出巨大的潜力，但传统单一的咖啡经营模式已经不能满足消费需求多样化的新时代。在互联网快速发展的时代背景下，“新零售”模式的代表性企业瑞幸咖啡应运而生。从创立到上市仅用了 20 个月，瑞幸凭借其新颖的新零售经营模式，在短时间内冲进市场，实现规模迅速扩张，引起业界的广泛关注。本文通过文献研究法收集相关资料，总结瑞幸咖啡新零售模式发展现状，并运用探索性因子分析法找出影响新零售咖啡消费者消费的因素，最后结合 SWOT 辩证分析瑞幸咖啡当前的对内对外的优势与劣势，提出瑞幸咖啡应注重开发自己的特色产品、加强门店管理等建议，以期为瑞幸咖啡未来的进一步发展提供有效的参考策略。【关键词】新零售模式；瑞幸咖啡；发展策略注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Research on the Current Situation and Development Strategy of Luckin Coffee’s New Retail Model[Abstract] With the improvement of consumers' quality of life and the rise of coffee cultural status, China's coffee market has shown great potential.However, the traditional single coffee management pattern has not fully satisfy consumer diversity requirements.Under the background of the rapid development of the Internet, luckin coffee, a representative enterprise of the "new retail" mode, came into being.It took only 20 months for luckin to go public.With its innovative new retail business model, luckin rushed into the market in a short time and achieved rapid scale expansion, attracting wide attention from the industry.Relevant information collected in this paper, through literature research, summarizes luckin coffee to the current situation of the development of new retail model, and using exploratory factor analysis to find out the influencing factors of new retail coffee consumers. Finally, combined with SWOT dialectical an...