Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)

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Research on Cross-Border Co-Brand Marketing Strategy of Coffee Enterprises

Authors
Shengling Wu1, *
1School of International Business, Southwestern University of Finance and Economics, 61130, Chengdu, Sichuan, China
*Corresponding author. Email: 42119071@smail.swufe.edu.cn
Corresponding Author
Shengling Wu
Available Online 27 May 2024.
DOI
10.2991/978-2-38476-257-6_56How to use a DOI?
Keywords
Cross-boundary; co-marketing; Luckin Coffee; Brand positioning
Abstract

With the increasing demand of consumers for personalization and diversification, coffee enterprises begin to seek cross-border marketing strategies to attract more young people to join the consumer team. As a leading coffee chain brand in China, Luckin Coffee has been exploring diversified brand marketing strategies. The research in this paper finds that Luckin Coffee has attracted more consumers’ attention and expanded its market share by cooperating with different brands. However, cross-border co-branding also brings problems such as supply chain management risks, insufficient capacity construction and brand dilution. In order to help coffee companies better utilize cross-border co-branding marketing strategies, this article proposes some targeted suggestions, including formulating corresponding risk management strategies, increasing production capacity through capacity building, and controlling the frequency of co-branding collaborations to avoid brand dilution. At the same time, this article focuses on proposing suggestions for brand dilution, including selecting strategic partners, strengthening partner management, maintaining brand uniqueness, and enhancing quality management.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
27 May 2024
ISBN
978-2-38476-257-6
ISSN
2352-5428
DOI
10.2991/978-2-38476-257-6_56How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shengling Wu
PY  - 2024
DA  - 2024/05/27
TI  - Research on Cross-Border Co-Brand Marketing Strategy of Coffee Enterprises
BT  - Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
PB  - Atlantis Press
SP  - 469
EP  - 476
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-257-6_56
DO  - 10.2991/978-2-38476-257-6_56
ID  - Wu2024
ER  -