瑞幸咖啡营销战略研究 Research on Marketing Strategy of Luckin Coffee 摘要 自 20 世纪以来，国家处在经济日益腾飞的阶段，同时国民收入随着国家 GDP 的提高而提高，在温饱已经能够满足人们需求的年代，人们开始追求味蕾上的享受，人们已经逐渐习惯享受咖啡给人们带来的休闲享受。按照美国知名咖啡组织的调查，世界咖啡市场以每年 2％的增长速度扩大，而中国咖啡消费市场以每年 15%的惊人速度增长，目前中国的咖啡销售体量约为 700 亿元人民币，相对于全世界咖啡消费体量来说微不足道[1]。供应往往会随着人们需求的增加而先一步快速扩大，伴随着咖啡市场不断的增长，吸引了许多资本大鳄进军咖啡市场，给这个潜力巨大的咖啡行业带来崭新的局面。在此背景下，瑞幸咖啡腾空而出，在短短时间内就成为中国咖啡行业的领军人物，并且成功在美国上市获得6.95 亿美元，成为世界上第一家在短短两年时间内就上市的咖啡公司。在这短暂的时间内瑞幸咖啡能够取得如此傲人的成绩，这是很值得我们去思考和学习的。本文着重研究的内容主要分为①分析瑞幸咖啡的发展现状及未来发展前景；②研究瑞幸咖啡营销战略以及未来的发展方向；③提出瑞幸咖啡发展道路上可能遇到的商业机遇和面临的挑战。④针对目前瑞幸咖啡在当前财务数据造假危机下,可能会面临的后果。关键词：营销策略，品牌，规模效应，财务造假Abstract Since the 20th century, the country has been in a stage of increasing economic growth. At the same time, national income has increased as the country ’s GDP has increased. In the era when food and clothing have been able to meet people ’s needs, people have begun to pursue the enjoyment of taste buds. Bring leisure to people. According to a survey by a well-known American coffee organization, the world coffee market is expanding at an annual growth rate of 2%, while the Chinese coffee consumption market is growing at an astonishing rate of 15% per year. At present, China's coffee sales volume is about 70 billion yuan, compared to The volume of coffee consumption worldwide is negligible [1]. Supply tends to expand rapidly as peop...
