瑞幸咖啡的营销推广策略分析摘要经济在发展，人们对于生活品质的要求也在增加，可选择的饮品也越来越丰富，健康程度被人们逐渐重视，所以咖啡逐渐出现在中国人的生活中。以目前的实际情况来看，上岛（台湾）、真锅（日本）以及星巴克（美国）等大型咖啡连锁店已经在国内市场占据了很高的地位，为国内的咖啡连锁企业带来很大的挑战。品牌竞争是国内咖啡企业竞争的重要体现，在很大程度上决定了企业在竞争中能够获得的优势有多大。对于瑞幸咖啡，是国内开展得比较早比较好的小型咖啡连锁模式，虽然时间不长，但是其在扩张上的速度是非常快的，以该企业的营销推广策略作为研究对象是有现实意义的，对其发展进行探索，对其今后的发展提出相对应的推广策略，并为其他咖啡品牌提供指导借鉴意义。本文以瑞幸咖啡为例，对企业的营销推广策略进行了理解分析。关键词：新零售；营销推广；瑞幸咖啡PAGE \* MERGEFORMATIIMarketing Strategy Analysis of Luckin CoffeeABSTRACT With the development of economy, people's demand for the quality of life is also increasing. The choice of drinks is becoming more and more abundant, and people pay more and more attention to the degree of health. So coffee gradually appears in Chinese life. According to the current actual situation, large coffee chains such as Shangdao (Taiwan), Makoto (Japan) and Starbucks (United States) have occupied a high position in the domestic market, bringing great challenges to domestic coffee chains. Brand competition is an important embodiment of the competition of domestic coffee enterprises, which to a large extent determines the advantages that enterprises can gain in the competition. For Luckin Coffee, it is a small coffee chain model that has been carried out earlier and better in China. Although the time is not long, its speed of expansion is very fast. It is of practical significance to take the marketing and promotion strategy of the enterprise as the research object. Explore its development, put forwar...
