瑞幸咖啡电商营销的数字化创新策略研究

Research on the Digital Innovation Strategy of Luckin Coffee’s E-Commerce Marketing

本文以瑞幸咖啡为研究对象,探讨了其在电商领域的创新实践和策略。通过对相关理论和文献的梳理,分析瑞幸咖啡的电商营销现状。重点研究了其数字化创新的举措,包括数字化营销手段的应用、大数据在客户关系管理中的运用以及线上线下融合的创新模式。同时,评估了数字化创新带来的成效,也指出了存在的问题。最后,提出了优化策略和未来发展方向,旨在揭示其成功经验和面临的挑战,为行业提供有益的借鉴和启示。This article takes Luckin Coffee as the research object and explores its innovative practices and strategies in the field of e-commerce. By reviewing relevant theories and literature, it analyzes the current status of Luckin Coffee’s e-commerce marketing. We focused on studying its digital innovation measures, including the application of digital marketing methods, the use of big data in customer relationship management, and innovative models that integrate online and offline. At the same time, the effectiveness of digital innovation was evaluated, and the existing problems were also pointed out. Finally, optimization strategies and future development directions were proposed, aiming to reveal its successful experiences and challenges, and provide useful references and inspirations for the industry.