Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
Series Vol. 6 , 27 April 2023
Open
Access | Article
Analysis of the Commercial Design and Marketing Strategy of Luckin Coffee
* Author to whom correspondence should be addressed.
Abstract
The financial report data released by Luckin Coffee shows that Luckin Coffee's self-operated shops were revived at the end of 2021. In 2020, Luckin Coffee announced that the number of directly operated shops reached 4,507, surpassing Starbucks and becoming the largest coffee chain brand in China. As an emerging coffee brand in China and a pioneer of Internet coffee in China, Luckin Coffee's business design and marketing strategies have important and rich implications for the shaping and development of similar brands in China. In this paper, through the joint study of Luckin Coffee's commercial design and marketing strategies, it is concluded that the commercial design of Luckin Coffee is an important means of marketing promotion and the marketing strategy is one of the purposes of its commercial design. On the one side, Luckin Coffee’s commercial design brings convenience to its marketing; on the other side, its marketing strategies promote continuous innovation of commercial design. The two complement each other and together bring a positive contribution to the brand image and corporate interests.
Keywords
Business Design, Luckin Coffee, Marketing Strategy
References
1. Lei, X.: People who drink Luckin coffee and keep refilling their cups. China Quality Miles (12), 28-33 (2021).
2. Karjalainen, T.M., Sneldres, D.: Designing visual recognition for the brand. Journal of Product Innovation Management 27(1), 6-22 (2010).
3. Wang, W., Hu, S.W.: A study of commercial design for the brand of Luckin Coffee. Creative Design Source (02), 59-66 (2022).
4. Karu, H., Karu, K.: Connecting the dots between brand logo and brand image. Asia-Pacific Journal of Business Administration 11(1), 68-87 (2019).
5. Kotler, P., Keller, K.L.: Marketing management. 15th edition. He Jiaxun, Yu Hongyan, Niu Yongge, et al. translation. Shanghai: Gezhi Publishing House (2016).
6. Li, Y.Z.: Research on the marketing model of boxma fresh produce under new retail. Henan Agriculture (03), 61-62 (2022). doi:10.15904/j.cnki.hnny.2022.03.004.
7. Jiang, W.Q.: Research on the brand marketing strategy of Luckin coffee based on AHP-SWOT analysis. Brand Research (01), 31-32 (2019). doi:10.19373/j.cnki.14-1384/f.2019.01.015.
8. Zhou, Y., Tang, J.L.: Brand marketing strategy of Luckin coffee. Cooperative Economics and Technology (20), 104-105 (2020). doi:10.13665/j.cnki.hzjjykj.2020.20.039.
9. Meng, H.X.: Analysis of marketing strategy of Luckin coffee in the perspective of new retail. Old brand marketing (21), 15-17 (2022).
10. Fang, Z.W.: Out of the darkest hour, Luckin Coffee completes its comeback? China City News, A03 (2022).
11. Liu, S.K.: Consumer demand under scenario marketing. China Collective Economy (23), 58-59 (2021).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
- ISBN (Print)
- 978-1-915371-23-2
- ISBN (Online)
- 978-1-915371-24-9
- Published Date
- 27 April 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/6/20220163
- Copyright
- 27 April 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited