对瑞幸咖啡营销策略分析与评价
Analysis and Evaluation on Marketing Strategy of Luckin Coffee

瑞幸咖啡作为国内发展最迅速的咖啡品牌，自上市以来便颇受关注。不到两年时间便在美国纳斯达克交易所上市，发展前景广阔。短短几年便能与星巴克等老牌咖啡行业比肩，其发展如此迅速主要得益于其出色的营销策略。在2020年瑞幸出现财务造假事件，股价暴跌并退市。但其凭借出色的营销策略，打了一场翻身仗，其营销策略与手段对其他企业有借鉴意义。本文通过4C营销理论分析瑞幸在发展过程中的成功之处，从顾客、成本、便利、沟通四个方面分析瑞幸前期能够成功的原因。随后分析出现财务造假事件后瑞幸如何通过营销手段力挽狂澜。本文对瑞幸的营销策略进行探究分析，根据现实情况提出合理的建议，加强其现有市场。
As the fastest-growing coffee brand in China, Luckin Coffee has attracted much attention since its listing. It was listed on the NASDAQ Exchange in less than two years, with broad prospects for development. In just a few years, it can compete with Starbucks and other established coffee industries. Its rapid development is mainly due to its excellent marketing strategy. In 2020, Luckin Coffee experienced financial fraud, and its share price plummeted and was delisted. But with its excellent marketing strategy, it has fought a turnaround battle, and its marketing strategy and means can be used for reference by other enterprises. This paper analyzes the success of Luckin Coffee in the development process through 4C marketing theory, and analyzes the reasons for Luckin Coffee’s early success from four aspects: customer, cost, convenience and communication. Then analyze how Luckin Coffee can turn the tide through marketing after financial fraud. This paper explores and analyzes Luckin Coffee’s marketing strategy, and puts forward reasonable suggestions according to the actual situation to strengthen its existing market.