瑞幸咖啡自2017年成立以来凭借新颖的市场营销获得了快速发展，仅在2018年成立一年之后就达到了2000家门店，目前门店数量已经达到了7000余家，超过了星巴克在中国的门店数量。瑞幸咖啡之所以能够在短时间内获得巨大的成功，和其精准的市场营销策略有着密切的关系，尤其是在市场营销定位方面，瑞幸咖啡采取了和星巴克完全不同的营销策略，瞄准星巴克在中国市场的空白区域，通过高便利性、高性价比、打造爆款产品、裂变营销等方式切入中国咖啡市场，通过本土化咖啡营销策略抓住了中国咖啡市场的巨大目标客户群体。虽然瑞幸咖啡在2020年爆出了财务造假事件，品牌形象受损，并且自身财务也受到了很大的打击，但是目前瑞幸咖啡营收依然保持了高速增长的状态，经营亏损也在不断收窄，有望短期内实现全面盈利。然而也应当看到，后疫情时代随着消费市场环境的变化，瑞幸咖啡在目前也面临着一些营销定位方面的危机，在当前背景下如何进行有效的营销定位优化，也关系到了瑞幸咖啡未来时期的发展。 本文对瑞幸咖啡营销定位进行了全面的分析。首先阐述营销定位方面的相关理论和模型，奠定本文的研究理论基础。然后对瑞幸咖啡营销定位环境进行分析，分别从宏观环境和微观环境对瑞幸咖啡营销定位进行系统性分析，阐述营销定位环境对于营销四要素的影响。再次，对瑞幸咖啡的营销定位现状进行描述，包括目标顾客选择现状、营销定位选择现状以及营销定位实现现状。在这一基础上对瑞幸咖啡的营销定位现状进行评价，判断瑞幸咖啡是否选对了目标顾客、是否为其目标顾客提供了偏爱它的理由，以及是否让其目标顾客感知到这些理由真实存在，从而结合已构建的营销定位瓶模型，归纳瑞幸咖啡如何形成竞争优势和仍存在何种问题。最后，在对瑞幸咖啡营销定位现状中存在的问题进行分析的基础上，提出相应的改进建议，为促进瑞幸咖啡在新时期营销定位策略的完善起到一定的参考作用。
Since its founding in 2017, Luckin Coffee Inc. (hereinafter referred to as Luckin Coffee) has been developing rapidly with its innovative marketing strategies. By 2018, 2,000 stores had been established. Currently, Luckin Coffee owns over 7,000 stores, which surpasses Starbucks’ store number in China. Luckin Coffee’s marketing strategies, especially its targeted marketing positioning strategy, are pivotal to its huge success within a short time. Luckin Coffee adopts a strategy completely different from that of Starbucks: It targets at the whitespace of Starbucks’ market, and entered the market with its trending products, fission marketing and its advantage of convenience and cost-effectiveness. Such localized strategies have successfully attracted a giant number of customers for Luckin Coffee in the Chinese market. Although in 2020, Luckin Coffee’s accounting fraud scandal damaged its brand image, causing a blow to its financial status, the company managed to maintain a rapidly increasing momentum in its revenue; it is narrowing its loss, and net profits are to be expected in the near future. However, it should be noticed that the changes in the post-pandemic consumer market have exposed Luckin Coffee to certain risks in marketing positioning. How the company improve its marketing positioning in the current context will shape its development in the future. The thesis gives a comprehensive analysis concerning the marketing positioning of Luckin Coffee. First, related theories and models about marketing positioning are stated, which laid a theoretical foundation for the study. In the following part, the thesis systematically analyzes the environment of Luckin Coffee’s marketing positioning from both the macro- and micro-environment perspective, and explains the influence that the company’s marketing positioning environment has on the “four elements”, namely product, price, place and promotion. Next, the thesis depicts the current situation of Luckin Coffee’s marketing positioning, i.e., the choice of targeted customers, marketing positioning goals and corresponding attainment status. Based on these aspects, the thesis evaluates the current situation of the company’s marketing positioning, including whether they chose the right group as the target, whether they offer reasons of preference for the customers and whether these reasons are perceived by customers. Then, with the help of marketing positioning model, the thesis concludes the competitive edges and problems in Luckin Coffee’s marketing positioning. Last but not least, the thesis gives advice for improving the performance of the company based on the problems that existed in its marketing positioning, which hopefully will be of value to Luckin Coffee’s marketing positioning strategy improvement in the new times.
