瑞幸咖啡“互联网 新零售”营销策略的探究

Research on the “Internet New Retail” Marketing Strategy of Luckin Coffee

摘要: “互联网 新零售”的概念于2016年首次提出后，打破了人们对传统零售行业的认知，国内零售企业纷纷开始践行“互联网 新零售”的营销模式，并随着政策环境的导向和社会形势的变化，“互联网 新零售”逐渐成为了零售行业的主流模式，成为了时代的新风口。“互联网 新零售”主要是指以互联网、大数据为依托，打造线上与线下相融合，重塑产品生产、流通、销售生态圈的一种新型零售模式。本文通过案例分析、数据分析等方法，以瑞幸咖啡为例，探究瑞幸咖啡利用“互联网 新零售”营销策略快速从竞争市场中脱颖而出的发展历程以及对“互联网 新零售”营销策略在运用过程中产生的问题进行分析并提出解决对策，从营销策略，市场定位等多个方面对我国“互联网 新零售”营销模式的未来发展做出展望。

Abstract: After the concept of “Internet New Retail” was first proposed in 2016, it broke people’s perception of the traditional retail industry, and domestic retail enterprises have begun to practice the marketing model of “Internet New Retail”, and with the guidance of the policy environment and the change of the social situation, “Internet New Retail” has gradually become the mainstream model of the retail industry and become the new wind of The Times. “Internet New Retail” refers to a new retail model that reshapes the production, distribution and sales ecosystem by integrating online and offline based on the Internet and big data. Through case analysis, data analysis and other methods, taking Luckin Coffee as an example, this paper explores the development process of Luckin Coffee using the “Internet New Retail” marketing strategy to quickly stand out from the competitive market, analyzes the problems arising from the application of the “Internet New Retail” marketing strategy, and puts forward solutions. The future development of China’s “Internet New Retail” marketing model is prospected from many aspects such as market positioning.