论文总字数：18363字

摘 要

近年来，传统零售企业借助人工智能、大数据等先进技术实现了线上与线下的融合，打破了传统零售行业固有的单一模式，开拓了全渠道的营销模式。作为新零售企业的代表，瑞幸咖啡将线上与线下充分结合，实现了在短时间内迅速开店扩张，打破了传统咖啡行业的发展模式，带动了咖啡行业的转型。

本文以瑞幸咖啡为案例研究对象，在服务营销的理论基础上，对瑞幸咖啡的现有营销组合理论进行了分析。本文在调查阶段主要采用文献研究、实地调查等研究方法，首先借助PEST和SWOT分析法，对瑞幸咖啡的外部营销环境、优劣势、机会和威胁进行了研究；然后，在服务营销7P理论的基础上，对瑞幸咖啡的营销现状进行了分析；最后根据目前瑞幸咖啡在经营过程中存在的问题，进行分析总结，并提出相关的改进措施。

关键词：新零售 服务营销 7PS

Under the new retail trend, Luckin Coffee as an example of marketing strategy analysis

Abstract

In the past few years, artificial intelligence systems and big data technologies have developed rapidly. Traditional retail enterprises have successfully integrated online and offline using such advanced technologies, broken the inherent model of the traditional retail industry and developed the retail model of omni-channel marketing. As a representative of a new retail enterprise, by fully integrating online and offline, Luckin Coffee achieves rapid expansion, breaks the development model of the traditional coffee industry and drives the transformation of the coffee industry.

This article takes Luckin Coffee as a case study object and analyzes the existing marketing mix theory of Luckin Coffee based on the theory of service marketing. First, with the help of two analytical methods, PEST and SWOT, the author conducted a research on the external marketing environment, advantages, disadvantages, opportunities and threats of Luckin Coffee. Then, based on the 7P theory of service marketing, the author analyzed the marketing status of Luckin Coffee. Finally, this paper analyzes the problems that restrict Luckin Coffee's current operation and future development and puts forward some suggestions for improvement.

Key Words: New retail; Service marketing; 7PS

目 录

摘要………………………………………………………………………………………I

ABSTRACT………………………………………………………………………………II

第一章 绪论……………………………………………………………………………1

1.1 研究背景………………………………………………………………………1

1.2 研究意义…………………………………………………………………………2

1.3 研究方法…………………………………………………………………………2

第二章 相关理论基础和文献综述…………………………………………………3

2.1新零售相关概念…………………………………………………………………3

2.2 7Ps服务营销组合理论…………………………………………………………3

2.2.1产品 ………………………………………………………………………3

2.2.2价格 ………………………………………………………………………3

2.2.3 渠道………………………………………………………………………3

2.2.4 促销………………………………………………………………………4

2.2.5 人员………………………………………………………………………4

2.2.6 有形展示…………………………………………………………………4

2.2.7 服务流程…………………………………………………………………4

第三章 企业背景 ……………………………………………………………………6

3.1企业简介…………………………………………………………………………6

3.2环境分析…………………………………………………………………………6

3.1.1PEST分析 …………………………………………………………………6

3.2 SWOT分析…………………………………………………………………………8

3.2.1优势(S)………………………………………………………………………8

3.2.2劣势(W)………………………………………………………………………9

3.2.3机会(O)………………………………………………………………………10

3.2.4威胁(T)………………………………………………………………………10

第四章 瑞幸咖啡服务营销组合策略分析………………………………………12

4.1产品 ……………………………………………………………………………12

4.2价格 ………………………………………………………………………………13

4.3 渠道………………………………………………………………………………14

4.4 促销………………………………………………………………………………15

4.5 人员………………………………………………………………………………16

4.6 有形展示…………………………………………………………………………17

4.7 服务过程…………………………………………………………………………17

第五章 瑞幸咖啡现有问题及改进建议 ……………………………………………19

5.1 现有问题………………………………………………………………………………19

5.2 改进建议……………………………………………………………………………19

5.3 结论…………………………………………………………………………………20

参考文献………………………………………………………………………………21

致谢………………………………………………………………………………22

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