互联网时代咖啡零售产业的品牌传播策略研究 ——以瑞幸咖啡为例.docxVIP

互联网时代咖啡零售产业的品牌传播策略研究 ——以瑞幸咖啡为例 摘 要 咖啡市场在全世界，尤其是在中国具有广阔的发展前景。除星巴克等国际著名咖啡连锁品牌以外，国产咖啡零售品牌正在迅速崛起，逐步占领中国市场，其中瑞幸咖啡势如破竹，已经成为仅次于星巴克的中国第二大咖啡零售品牌。 本文以“M-mac-C品牌传播工具模型”为理论框架，基于品牌的生命周期理论，根据瑞幸咖啡在不同时期的品牌传播特点，分别探析其在导入期、知晓期、知名期三个时期相应的传播策略，总结出瑞幸咖啡作为新零售咖啡的代表，其品牌传播策略的创新之处，对互联网时代下企业的品牌传播具有重要的借鉴作用。 本文主要采用案例分析、内容分析的方法，深入探析了瑞幸咖啡的品牌传播策略，希望能够为其他咖啡零售品牌的传播提供参考。 全文共分为四部分，第一部分介绍了本文的研究意义、研究目的与研究方法，概述了该领域国内外研究现状；第二部分明确了品牌与品牌传播的理论内涵，引入“M-mac-C品牌传播工具模型”与品牌生命周期理论，并对互联网时代品牌传播的特点进行总结；第三部分为文章的重要部分，从品牌定位、品牌命名、三个不同时期的传播策略三个方面对瑞幸咖啡的品牌传播策略进行深入的研究分析；第四部分结合瑞幸咖啡品牌传播的独特之处，为企业提出互联网时代下具有可行性的品牌传播建议。 关键词： 品牌 品牌传播 品牌传播策略 瑞幸咖啡 Research on Brand Communication Strategy of Coffee Retail Industry in the Internet Era ——Take Luckin Coffee as an Example ABSTRACT Coffee market in the world, especially in China, has broad prospects for development. In addition to famous international coffee chain brands such as Starbucks, domestic coffee retail brands are rising rapidly and gradually occupying the Chinese market, among which Luckin Coffee has become the second largest coffee retail brand in China after starbucks. This paper takes M-mac-C brand communication tool model as the theoretical framework, based on the brand life cycle theory, and according to the brand communication characteristics of Luckin Coffee in different periods, respectively explores and analyzes the corresponding communication strategies in the three periods of start-up period, growth period and mature period. It also summarizes the innovation of Luckin Coffee brand communication strategy as a representative of the new retail coffee, which has an important reference to the brand communication of enterprises in the Internet era. This paper mainly adopts case analysis method and content analysis method to deeply explore the brand communication strategy of Luchin Coffee, hoping to provide a reference for the communication of other coffee retail brands. This paper is divided into four parts. The first part introduces the resea