新“4P”理论下瑞幸咖啡品牌营销策略分析

Analysis of Luckin Coffee’s Brand Marketing Strategy under the New“4P”Theory

随着中国现磨咖啡行业的高速发展,瑞幸咖啡以猛烈的势头迅速占领中国现磨咖啡市场。2020年,瑞幸咖啡自爆财务造假22亿人民币,从美国纳斯达克退市并支付1.8亿美元天价罚款。此后三年间,瑞幸咖啡进行了运营管理的一系列改革,重塑企业价值链,在激烈的市场竞争下成功自救并实现收入高速增长,2023年成为中国首家门店过万的连锁咖啡品牌。本文运用新“4P”理论,针对瑞幸咖啡现阶段的品牌营销策略进行分析,同时提出优化建议,以实现新零售时代下的数字化精准营销。

With the rapid development of China’s freshly ground coee industry,Luckin Coee has rapidly occupied the Chinese freshly ground coee market with a fierce momentum.In 2020,Luckin Coee self-revealed financial fraud of 2.2 billion yuan,delisted from Nasdaq and paid a sky-high fine of 180 million US dollars.In the following three years,Luckin Coee carried out a series of reforms in operation and management to reshape the enterprise value chain,saving itself and achieving rapid revenue growth under the fierce market competition.It became the first chain coffee brand in China with more than 10,000 stores in 2023.This paper uses the new“4P”theory to analyze the brand marketing strategy of Luckin Coee at the present stage,and puts forward optimization suggestions for realizing the digital precision marketing in the new retail era.