BRAND MARKETING CASE ANALYSIS: A CASE STUDY OF LUCKIN COFFEE

Xinyu Cui

doi:10.54691/bcpbm.v36i.3447

Authors

Xinyu Cui

DOI:

https://doi.org/10.54691/bcpbm.v36i.3447

Keywords:

marketing strategy; Customer relationship; Product innovation；Crossover Marketing.

Abstract

This article analyzes and introduces the reasons and ways for Luckin Coffee to open the market rapidly in China, and it has occupied the consumer market of most young people in China with the fastest growth rate.Through analyze the brand marketing methods and strategies of Luckin Coffee This paper uses the SWOT template and the 4P analysis method. This paper points out the advantages and disadvantages of Luckin Coffee at this stage, as well as the potential threats and risks in the market. Luckin Coffee has better maintained the customer relationship, and its cooperation with the “coconut tree” brand has produced innovative hot selling products, which has opened up the sales market in China. Luckin Coffee aims at young people's market and uses cross-border cooperation and star brand effect to better drive sales. For the problems encountered in the future development of Luckin Coffee, this paper gives feasible suggestions. In the face of the market occupation of other brands, it is necessary to maintain the original customer base, and constantly develop new popular products, so as to avoid circuit breaker.

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References

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