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Analysis of Marketing Strategies for Emerging Brands in the Context of the Digital Economy: A Case Study of Luckin Coffee

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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  • Siqi Lv

    (Changxing Middle School)

Abstract

With the rapid development of the economy and information technology, especially the popularity of the Internet and social media, the world has begun to enter the digital age. The operation mode of enterprises and the habits of consumers have also changed accordingly, making traditional marketing strategies need to keep pace with the times and changes to adapt to the new market environment. Starting from the development process of Luckin Coffee and combining its marketing methods at each stage, this paper conducts a comprehensive study of the overall marketing strategy of Luckin Coffee. This paper summarizes the internal reasons for Luckin Coffee’s success and provides a reference for the development of other similar enterprises to learn from.

Suggested Citation

  • Siqi Lv, 2025. "Analysis of Marketing Strategies for Emerging Brands in the Context of the Digital Economy: A Case Study of Luckin Coffee," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 418-425, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_38
    DOI: 10.2991/978-94-6463-706-9_38
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