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With the rapid development of the Internet and media, the traditional coffee marketing model has been unable to meet the current consumer demand, and China's coffee industry has also undergone changes. Luckin Coffee has changed the traditional marketing methods by means of fission marketing, new retail and other strategies, and has quickly conquered the Chinese market. Therefore, this paper mainly takes Luckin Coffee as an example, and uses SWOT model to analyze the internal and external environment of Luckin Coffee from four aspects: strengths, weaknesses, opportunities and threats. At the same time, based on the analysis of consumer behavior and the existing status of Luckin Coffee, Luckin Coffee also has a SWOT model. It points out the positive factors of Luckin Coffee's popularity among consumers and the adverse effects after the financial scandal, compares and analyzes with Starbucks coffee, which occupies a larger share of China's coffee market, and finally explains the existing problems and puts forward corresponding countermeasures and suggestions.
Yuan et al. (Thu,) studied this question.
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