Analysis on the Marketing Strategies of Luckin Coffee

DOI

10.2991/aebmr.k.220603.152How to use a DOI?

Keywords

Marketing strategy; Luckin Coffee; Development strategy

Abstract

With the popularization of mobile Internet, people’s consumption concept, consumption behaviour and consumption scene begin to change. At the same time, the consumption demand of the Chinese coffee market is increasing year by year, and the development momentum is good. After that, Luckin coffee was formally born in the “new retail” mode, showing a rapid development trend, and achieved the successful listing in a short period of time, which is really amazing. There is no denying that Luckin’s marketing strategy still has great reference significance for the development of domestic coffee. This paper used the SWOT method to analyze Luckin coffee after the delisting storm, studied its internal strengths and weaknesses as well as external opportunities and threats of brand marketing, found out its relevant influencing factors, and put forward a new feasible strategic plan.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yundi Liu
PY  - 2022
DA  - 2022/07/01
TI  - Analysis on the Marketing Strategies of Luckin Coffee
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 921
EP  - 925
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.152
DO  - 10.2991/aebmr.k.220603.152
ID  - Liu2022
ER  -