瑞幸咖啡提升品牌忠诚度的策略探析--以成都地区为例

Exploration on Strategies Improving Brand Loyalty of Luckin Coffee——Take Chengdu as an Example

随着互联网时代的发展,传统咖啡已并不能完全满足消费者的需求。瑞幸咖啡作为一个上市两年的咖啡品牌,已经成为新零售模式的代表,并借助品牌传播策略和大力补贴用户,在消费者心中建立起了品牌形象。本文以成都地区的瑞幸咖啡为着手点,对其用户体验度和品牌忠诚度进行问卷调查和分析,得出品牌忠诚度的现状,进而提出可以通过提高顾客认知度和完善顾客关系管理来提升品牌忠诚度,以期促进我国咖啡市场的发展。

With the development of the Internet,traditional coffee can no longer fully meet the needs of consumers.Luckin Coffee,a coffee brand that has been listed for two years,has become a representative of the new retail model.Luckin Coffee has established its brand image in the minds of consumers through brand marketing strategies and great subsidies to users.This paper takes Luckin Coffee in Chengdu as the starting point to conduct a questionnaire survey and analysis on its user experience and brand loyalty.This paper summarizes the current situation of brand loyalty,and then proposes that brand loyalty can be enhanced by improving customer awareness and customer relationship management so as to promote the development of China's coffee market.