%0 Journal Article
%T 从新零售视角看咖啡品牌电商化转型的策略研究<br>Research on the E-Commerce Transformation Strategy of Coffee Brands from the Perspective of New Retail
%A 钱家琪
%J E-Commerce Letters
%P 2474-2479
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451548
%X 随着消费结构的升级和数字技术的迅猛发展&#65292;新零售逐渐成为推动传统零售业转型升级的重要动力。咖啡作为年轻消费者追捧的饮品&#65292;其市场规模不断扩大&#65292;吸引了大量品牌进入竞争。在此背景下&#65292;咖啡品牌通过电商化转型谋求新的发展机遇&#65292;成为行业发展的关键趋势。结合当前咖啡品牌在电商平台的布局现状&#65292;深入分析其电商化转型面临的挑战与机遇&#65292;能够为咖啡品牌在新零售时代的可持续发展提供参考。<br>With the upgrading of consumption structures and the rapid development of digital technologies, New Retail has gradually emerged as a significant driving force in the transformation and upgrading of traditional retail industries. Coffee, as a beverage favored by young consumers, its market size is expanding, attracting numerous brands to enter the competitive landscape. Against this backdrop, the pursuit of new development opportunities through e-commerce transformation has become a critical trend in the industry for coffee brands. By examining the current strategies of coffee brands on e-commerce platforms and conducting an in-depth analysis of the challenges and opportunities in their digital transformation, this study aims to provide actionable insights for the sustainable development of coffee brands in the New Retail era.
%K 新零售&#65292
%K 咖啡品牌&#65292
%K 电商化转型&#65292
%K 数字营销&#65292
%K 消费体验<br>New Retail
%K Coffee Brands
%K E-Commerce Transformation
%K Digital Marketing
%K Consumer Experience
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=115628