Research on Marketing Innovation of Luckin Coffee

DOI

10.2991/aebmr.k.220307.497How to use a DOI?

Keywords

Marketing innovation; Luckin coffee; New retail mode; Strategy

Abstract

It is very essential for an enterprise to have a good marketing strategy and properly apply the new mode, especially for emerging enterprises such as Luckin coffee. Luckin was pushed to the forefront of the storm because of financial fraud two years ago, but now it has become a model of the rapid development of the coffee industry. In order to explore the reasons behind this, this article focuses on the marketing model of Luckin coffee, using literature and data analysis methods to analyze. It can be concluded that the more correct marketing strategies for the online retail industry, such as accurate targeting of the target market, clever brand design, and promotion, and precision marketing to increase customer loyalty are all key factors that contribute to its success. At the same time, adopting the new retail mode through the combination of online and offline is also important. Coupled with the combination of high technology and big data, Luckin coffee has gained the initiative in the new wave.

Copyright

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

Open Access

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

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TY  - CONF
AU  - Xiaocong Cao
PY  - 2022
DA  - 2022/03/26
TI  - Research on Marketing Innovation of Luckin Coffee
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 3047
EP  - 3052
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.497
DO  - 10.2991/aebmr.k.220307.497
ID  - Cao2022
ER  -