电商时代下咖啡行业PEST分析及应对策略——以瑞幸为例

PEST Analysis and Coping Strategies of the Coffee Industry in the Era of E-Commerce—Taking Luckin as an Example

摘要: 近些年来，中国经济的发展提高了居民的生活水平，也引领了中国咖啡市场逐渐走向成熟，咖啡文化已经成为众多国人普遍的生活方式，因此，消费者的需求也在增加。中国虽然拥有历史悠久的茶文化，但是也开始慢慢接受西方的咖啡，本文运用PEST方法从政治、经济、社会和技术四个方面来分析咖啡行业环境，并聚焦于中国咖啡市场极具代表性的咖啡品牌——瑞幸咖啡，分析它在电商时代下咖啡行业的营业现状，分析当前经营存在的问题，比如成本高、消费者黏性低等，针对这些存在的问题提出相应的建议。

Abstract: With the rapid development of China’s economy, the standard of living for its citizens has significantly improved, leading to a burgeoning coffee market and the adoption of coffee culture as a common lifestyle among the populace. Despite the deep-rooted tea culture, China has increasingly embraced Western coffee traditions. This thesis employs the PEST (Political, Economic, Social, and Technological) analysis framework to examine the macro-environmental factors influencing the coffee industry in China. It specifically focuses on Luckin Coffee, a prominent brand in the Chinese coffee market, to evaluate its operational status in the e-commerce era. The study identifies existing challenges such as high operational costs and low consumer loyalty, and proposes strategic recommendations to address these issues.