基于7Ps营销理论的瑞幸咖啡网络营销策略分析

Analysis of Luckin Coffee’s Online Marketing Strategy Based on 7Ps Marketing Theory

摘要: 数字化消费转型与咖啡行业竞争加剧的背景下，网络营销成为本土咖啡品牌突破发展瓶颈的重要方式。本文运用7Ps营销组合理论作为分析模式，整体分析瑞幸咖啡在产品、价格、渠道、促销、人员、过程、有形展示七个方面的网络营销实践方式，找出其营销当中存在的低价依赖、私域运营同质化、舆情风控不足等问题，并提出相应的优化策略。研究指出，瑞幸咖啡利用数字化运营与7Ps营销理论要素进行联动，形成了全链路网络营销闭环，不过品牌价值提高和精细化运营仍然属于其主要发展方向。本文的分析结果能为本地餐饮连锁品牌的网络营销改进给予实践参考。

Abstract: In the context of digital consumption transformation and intensified competition in the coffee sector, online marketing has evolved into a pivotal means for indigenous coffee brands to break through development bottlenecks. Adopting the 7Ps marketing mix theory as the analytical paradigm, this paper holistically examines the online marketing practices of Luckin Coffee in seven dimensions: product, price, place, promotion, people, process and physical evidence. It pinpoints the deficiencies inherent in its marketing operations, such as over-dependence on low-price tactics, homogenized private domain operation, and insufficient public opinion risk control, and subsequently proposes corresponding optimization strategies. The study demonstrates that Luckin Coffee has achieved synergy between digital operation and the core elements of the 7Ps marketing theory, thereby forging a full-link closed-loop system for online marketing. Nonetheless, brand value enhancement and refined operational management remain the primary development orientations of the brand. The analytical results of this paper can furnish practical references for the improvement of online marketing strategies among local catering chain brands.