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With the arrival of the "Internet +" era, the marketing mode of coffee products is also undergoing constant changes, and the rise of the "new retail" sales model has brought great impact and challenges to the traditional marketing model. This paper will take the typical representative of this business model, Luckin Coffee, as an example, using qualitative research, STP theory, marketing theory, and the case study method to analyze. The article mainly discusses how to utilize and innovate the existing competitive advantages and business model of Luckin coffee, by analyzing and evaluating the strengths, weaknesses, threats, and challenges of Luckin coffee's pricing strategy, product strategy, and promotional strategy to realize precision marketing, introduce the relevant information and some marketing strategies of Starbucks, and borrow from Starbucks' strengths in product marketing, to propose solutions to the the current marketing state of Luckin Coffee: Customer-oriented, while focusing on product differentiation, and through effective "online + offline" publicity to achieve precision marketing and help the coffee industry diversify and develop sustainably under the high saturation of global coffee brands.
Jingtao Xiao (Fri,) studied this question.