A Study on Luckin Coffee’s Brand Communication Strategy from the Perspective of Integrated Marketing Communications Theory

This study is based on the research framework of Integrated Marketing Communication (IMC) theory and takes Luckin Coffee, one of the successful marketing cases of coffee brands in the current market, as the research object. Using the research method of combining literature research and case study analysis, we study the brand’s innovative practice at the level of communication strategy from the dimensions of contact management, synergistic effect, and maintenance of long-term relationships. This paper finds that Luckin Coffee has shaped a modified brand image that is accepted by the public through precise audience positioning, multi-channel integrated communication and consumer-oriented interactive strategies. But at the same time, in the process of research, we also found that the brand in the communication aspects has shortcomings and there is a current need to establish consumer demand as the core of the marketing strategy system, through the innovation and optimization of marketing concepts to enhance the brand identity and loyalty of consumers.