瑞幸咖啡跨界联名的电商营销策略研究

Research on the E-Commerce Marketing Strategies of Luckin Coffee’s Cross-Border Co-Branding

摘要: 在消费市场同质化竞争加剧与数字经济快速发展的双重背景下，跨界联名已成为企业突破市场壁垒、提升品牌影响力的重要战略选择。瑞幸咖啡作为中国新零售咖啡行业的领军品牌，凭借一系列成功的跨界联名案例实现了品牌价值与市场份额的双重增长。以瑞幸咖啡为研究对象，系统梳理其跨界联名的营销历程，深入剖析电商营销策略的核心维度，量化分析营销成功的实际效果，识别当前面临的主要挑战并提出针对性应对策略。瑞幸咖啡通过精准的用户定位、创新的产品设计、多元的渠道整合及数字化促销手段，构建了高效的跨界联名电商营销体系，其经验可为快消行业品牌联名营销提供有益借鉴。

Abstract: Against the dual backdrop of intensifying homogeneous competition in the consumer market and the rapid development of the digital economy, cross-border co-branding has emerged as a crucial strategic choice for enterprises to break market barriers and enhance brand influence. As a leading brand in China’s new retail coffee industry, Luckin Coffee has achieved dual growth in brand value and market share through a series of successful cross-border co-branding cases. Taking Luckin Coffee as the research object, this paper systematically sorts out the marketing course of its cross-border co-branding, deeply analyzes the core dimensions of its e-commerce marketing strategies, quantitatively evaluates the actual effects of marketing success, identifies the main challenges currently faced, and proposes targeted countermeasures. By virtue of precise user positioning, innovative product design, diversified channel integration, and digital promotion methods, Luckin Coffee has constructed an efficient e-commerce marketing system for cross-border co-branding. Its experience can provide valuable references for co-branding marketing of brands in the fast-moving consumer goods industry.