互联网时代新零售模式研究——以瑞幸咖啡为例论文VIP专享

本科论文摘 要在互联网高速发展的时代，“线上+ 线下”这一新零售模式引起了政学两界的诸多关注，同时，新零售也是各行各业创业的契机。瑞幸咖啡是目前中国咖啡市场上新零售咖啡的典型代表，其营销模式能迅速占领市场，值得业内借鉴。虽然瑞幸咖啡最近收数据造假风波影响，其公司管理虽然存在问题，但不可否认，互联网咖啡的新商业模式给传统咖啡业带来了不容忽视的冲击。因此，通过文献研究法和定性分析法对瑞幸咖啡元年的发展状况进行剖析，然后分析瑞幸咖啡营销存在的问题并基此预测未来的发展趋势，以期瑞幸咖啡的可持续的良性发展。关键词：新零售模式，瑞幸咖啡，烧钱式营销AbstractUnder the background of Internet thinking, the new retail mode of "Online + offline" has attracted a lot of attention from the political and academic circles. At the same time, the new retail is also an opportunity for entrepreneurship in all walks of life. Luckin coffee is a typical representative of new retail coffee in China's coffee market. Its marketing mode can quickly occupy the market, which is worth learning from in the industry. Therefore, through literature research and qualitative analysis, this paper analyzes the development of Luckin coffee in the first year, and then analyzes the existing problems of Luckin coffee marketing and forecasts the future development trend based on this, in order to achieve sustainable and sound development of Luckin coffee.Keywords: new retail mode, Luckin coffee, money burning marketing; countermeasure本科论文前 言经风靡一时的星巴克咖啡近几年的市场规模和效益也逐渐开始缩水。精品咖啡馆、连锁咖啡馆、甚至是便利店咖啡，都在世界范围内蔓延，其速度之快，形式之多实乃叹为观止。万物互联的时代即将到来，咖啡行业也被注入一股新兴的力量以互联网思维售卖咖啡的瑞幸，以全新的模式和营销策略的创新激起了传统咖啡市场的千层浪。无论是投资者还是消费者都受到了蓝色杯子的吸引，一时间瑞幸咖啡的扩张竟以倍速推进，得到了国内外的瞩目然而，其规模急速扩张的背后是否真的是一帆风顺。就目前公...