瑞幸咖啡营销研究——基于新4P营销理论视角

Luckin Coffee Marketing Research—Based on the Perspective of New 4P Marketing Theory

摘要: 瑞幸咖啡作为后起之秀，其门店数量近几年迅速上升。在这迅速扩张的背后，是其卓有成效的营销。本文基于新4P营销理论，从产品的卖点、售点、焦点以及买点对瑞幸咖啡的营销进行研究，分析其营销过程中的各项营销元素。研究发现，在卖点上，瑞幸以独特标识形成品牌标志，打出品牌效应，辅以产品品质和多样口味款式选择；在售点上，铺设线上私域渠道，扩张线下分布门店，与其他企业建立合作关系，拓宽朋友圈，提高知名度；在焦点上，咖啡品质与消费便捷两手抓，与年轻人同频共振，拉近顾客心理距离；在买点上，布局下沉市场，以大数据技术探索市场，以价格策略打动顾客，持续触达顾客。最后，基于对瑞幸咖啡的营销研究，提出几点可供餐饮行业参考的发展建议。

Abstract: As a rising star, Luckin Coffee has seen its number of stores rise rapidly in recent years. Behind this swift growth lies its fruitful marketing strategy. This article, based on the new 4P marketing theory, studies Luckin Coffee’s marketing from the aspects of product selling points, sales points, focus points, and purchase points, analyzing various marketing elements in its marketing process. The research found that, in terms of selling points, Luckin has formed a brand logo with unique identifiers, creating a brand effect, supplemented by product quality and a variety of taste and style options; in terms of placing points, it has laid out online private domain channels, expanded offline store distribution, established cooperative relationships with other enterprises, broadened its social circle, and increased visibility; in terms of focusing points, it has focused on both coffee quality and consumer convenience, resonating with young people and closing the psychological distance with customers; in terms of buying points, it has laid out in the lower-tier market, explored the market with big data technology, and moved customers with pricing strategies, continuously reaching out to customers. Finally, based on the marketing research of Luckin Coffee, several development suggestions are put forward for the catering industry to consider.