新时代背景下瑞幸咖啡跨界营销策略研究

Research on Cross Border Marketing Strategy of Luckin Coffee in the New Era Background

摘要: 近年来，咖啡市场成为我国发展突出的增量市场，我国咖啡消费量逐年增长，已成为世界上最具有潜力的咖啡销售大国之一。在这种浪潮下应运而出了许多不同的咖啡品牌，导致咖啡行业竞争越来越激烈。瑞幸咖啡作为国内新时代咖啡的先行者，广受年轻消费群体的青睐。为了适应行业的竞争压力，跨界营销这一行为备受人们关注。作为咖啡头部企业，瑞幸一直致力于通过跨界营销扩大品牌影响力。本文以瑞幸咖啡为研究对象，采用SWOT分析工具，对“瑞幸咖啡”所处内外部环境进行深入探究，并对其跨界营销逻辑进行分析。再结合消费者对跨界营销体验感的问卷调查，分析瑞幸咖啡跨界营销存在的问题。最后提出针对性改进建议，提升瑞幸咖啡在行业中竞争力，也为其他咖啡品牌提供一些参考。

Abstract: In recent years, the coffee market has become a prominent incremental market in China’s development. China’s coffee consumption has been increasing year by year, and it has become one of the most promising coffee sales countries in the world. Under this wave, many different coffee brands have emerged, leading to increasingly fierce competition in the coffee industry. Luckin Coffee, as a pioneer in the new era of coffee in China, is widely favored by young consumer groups. In order to adapt to the competitive pressure in the industry, cross-border marketing has attracted much attention. As a leading coffee company, Luckin Coffee has been committed to expanding its brand influence through cross-border marketing. This article takes Luckin Coffee as the research object, uses SWOT analysis tool to conduct in-depth exploration of the internal and external environment in which “Luckin Coffee” operates, and analyzes its cross-border marketing logic. Combined with a questionnaire survey on consumers’ experience of cross-border marketing, this paper analyzes the problems existing in Luckin Coffee’s cross-border marketing. Finally, targeted improvement suggestions are proposed to enhance Luckin Coffee’s competitiveness in the industry and provide some references for other coffee brands.