基于SWOT分析下的瑞幸咖啡竞争策略的启示

Enlightenment on Competitive Strategy of Luckin Coffee Based on SWOT Analysis

瑞幸咖啡公司的金融欺诈案席卷全球,在那以后,瑞幸仍可以起死回生。瑞幸在4月24号晚间公布了未经审核的2022年一季度业绩,美国会计标准下的营业收入是1610万元,而2021年的营业损失是3.64亿,营业利润首次转正,并取得了整体收益。从身处风暴到前景美好,管理团队、产品研发、品牌营销等各方面都支撑着瑞幸在逆势之中保持强劲的上升力。本文对瑞幸咖啡进行企业管理运营的SWOT分析,研究了瑞幸咖啡竞争的内部优势劣势和外部机遇威胁,以及其2019年-2021年应对危机的发展策略,其经营经验对今天仍然值得借鉴。

Luckin Coffee's financial fraud has swept the world,but itstill came back from the dead.Luckin announced its unaudited first-quarter results of2022 on the evening of April 24,an operating income of$16.1 millionunder US accounting standards,while its operating loss in2021 was$364 million.In the first quarter,the company's operating profit turned positive for the first time and achieved an overall profit.From the storm to the bright prospects,the management team,product research and development,brand marketing and other aspects have supported Luckin to maintain a strong upward force in the trend.This paper conducts SWOT analysis of Luckin Coffee's business management and operation,studies its internal strengths and weaknesses,external opportunities and threats,and its development strategies to deal with crisesin 2019-2021.Its business experience is still worth learning today.