摘 要瑞幸咖啡是一家运用“新零售”概念的餐饮服务行业，凭借着咖啡饮品的高性价比一进入到福建地区就受到广大消费者的喜爱，是福建咖啡餐饮行业中的一匹黑马。但星巴克、漫时光等咖啡企业并不利于瑞幸咖啡占据市场份额。本文通过分析发现门店分布和产品的定位之间的差异、用户忠诚度低、企业缺少创新意识等方面的问题。针对这些问题对应地提出了进军三四线城市，通过多元化的方式提高消费者购买次数、增强创新意识等策略，希望本文为瑞幸咖啡以及其他同类型企业提供一定借鉴作用。关键词：瑞幸咖啡；营销策略；发展AbstractRuixing coffee is a "new retail" concept of the food service industry, with the High cost-effective coffee drinks into the Fujian region by the majority of consumers love, is a black horse in the coffee restaurant industry in Fujian. But starbucks, long time and other coffee companies are not conducive to ruixing coffee market share. This paper analyzes the differences between store distribution and product positioning, low customer loyalty, lack of innovation awareness and other issues. In view of these problems, the author correspondingly puts forward some strategies such as entering the third and fourth-tier cities, increasing the number of consumer purchases and enhancing the sense of innovation through diversified ways, i hope this article can be used for reference by ruixing coffee and other similar enterprises.Key Words: Lucky Coffee, marketing strategy, development目 录1 引 言.........................................................11.1 研究背景........................................................11.2 国内外研究现状..................................................11.2.1 国外相关研究现状..............................................11.2.2 国内相关研究现状..............................................22 瑞幸咖啡的简介...................................................23 瑞幸咖啡的营销环境分析...........................................23...
