Research on Marketing Strategy of Luckin Coffee

Abstract

In recent years, China's economy and science and technology have developed rapidly, and national consumption habits are also constantly changing and upgrading. Coffee products occupy an increasingly important position in the domestic beverage market. From the perspective of growth rate, the growth rate of China's coffee market is far higher than the global average, showing greater market potential. This article takes Luckin Coffee as the research subject and analyzes the marketing strategy of Luckin Coffee based on the integrated marketing communication theory and precision marketing theory. This article found that the success of Luckin Coffee is not a coincidence, but a successful case under marketing theory. This article expects Luckin Coffee to make outstanding achievements in the future in rapidly improving quality control, building a unique brand culture, and laying out third-tier and fourth-tier cities.