| 基于消费者认知调查的瑞幸咖啡营销模式创新性分析 |
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| 引用本文： | 王天硕,杨明,宇澳华,师文宇,梁程.基于消费者认知调查的瑞幸咖啡营销模式创新性分析[J].价值工程,2020,39(19):59-61. |
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| 作者姓名： | 王天硕 杨明 宇澳华 师文宇 梁程 |
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| 作者单位： | 合肥工业大学管理学院,合肥230000;合肥工业大学管理学院,合肥230000;合肥工业大学管理学院,合肥230000;合肥工业大学管理学院,合肥230000;合肥工业大学管理学院,合肥230000 |
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| 摘 要： | 瑞幸咖啡极速的上市背后,是其雄厚的资本支持与创新的营销模式。为探究瑞幸咖啡营销模式的创新性,进行了消费者对瑞幸咖啡的认知情况的问卷调查,对所得数据进行分析,并从4P理论对瑞幸咖啡的营销模式进行总结。得出了瑞幸咖啡营销模式的中,产品、价格、渠道、推广四个方面的创新性,并为快消品中的其他企业提供产品营销方面的帮助与启示。
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| 关 键 词： | 瑞幸咖啡 4P 营销模式 |
Innovative Analysis of Luckin Coffee Marketing Model Based on Consumer Perception Survey |
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| WANG Tian-shuo,YANG Ming,YU Ao-hua,SHI Wen-yu,LIANG Cheng.Innovative Analysis of Luckin Coffee Marketing Model Based on Consumer Perception Survey[J].Value Engineering,2020,39(19):59-61. |
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| Authors: | WANG Tian-shuo YANG Ming YU Ao-hua SHI Wen-yu LIANG Cheng |
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| Institution: | (School of Management,Hefei University of Technology,Hefei 230000,China) |
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| Abstract: | Behind the rapid listing of Luckin Coffee is its strong capital support and innovative marketing model.In order to explore the innovation of Luckin Coffee's marketing model,a questionnaire survey on consumers'perception of Luckin Coffee was conducted,the obtained data was analyzed,and the marketing model of Luckin Coffee was summarized from 4P theory.The four innovations of product,price,channel and promotion in Luckin Coffee's marketing model are obtained,and it provides product marketing help and inspiration for other companies in FMCG. |
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| Keywords: | Luckin Coffee 4P marketing model |
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