瑞幸咖啡裂变营销SWOT分析.docVIP

PAGE PAGE II 摘 要 随着网络技术和社交媒体的迅速发展，传统的营销模式已难以满足如今的消费需求，裂变营销应运而生，中国的咖啡行业也随之发生变革。互联网零售咖啡凭借裂变营销、新零售等策略改变了传统的咖啡消费方式，迅速攻占消费市场，实现良好的口碑传播。但由于当前裂变营销尚未形成完整的理论体系，在实施裂变营销的过程中还存在很多问题。因此本文主要以瑞幸咖啡为例，运用SWOT分析法对企业内外部环境进行探讨，基于企业数据、调查问卷结果与SPSS，对裂变营销策略的现状分析存在问题，并提出企业今后实施裂变营销的对策建议,从而实现裂变转化的最佳效果，促进裂变营销的有效实施。 关键词：瑞幸咖啡；裂变营销；SWOT分析 Abstract With the rapid development of network technology and social media, the traditional marketing mode has not been able to satisfy the need of todays consumption demand, fission marketing has emerged as the times require, and Chinas coffee industry has also evolve with circumstances. Internet retail coffee has changed the traditional coffee consumption model with fission marketing, new retailing and other strategies, quickly occupied the consumer market, and achieved well-established public praising. However, fission marketing has not until now, formed a complete theoretical system, there are still a lot of problems in the?course of implementation. Therefore, this paper takes mainly Luckin Coffee for example, and uses the SWOT analysis to investigate the internal and external environment of the company. Based on enterprise data, questionnaire results and SPSS, analyzing the existent problem of the present situation of fission marketing strategies.And put forward some countermeasures and proposals for the implementation of fission marketing in the future, so as to realize the best effect of fission conversion and promote implementation of fission marketing effectively. Key words:Luckin Coffee;Fission marketing;SWOT analysis 目 录 TOC \o 1-3 \h \u 27321 1 引 言 1 27848 1.1 研究背景 1 12536 1.2 研究意义 1 29433 1.2.1 理论意义 2 30772 1.2.2 现实意义 2 25084 1.3 国内外研究现状 2 26281 1.3.1 国外相关研究现状 2 18241 1.3.2 国内相关研究现状 3 31627 1.4 研究方法 5 13996 2 裂变营销 5 11966 2.1 裂变营销概念 5 30163 2.2 裂变营销特征 6 20390 3 瑞幸咖啡SWOT分析及裂变营销策略 6 15916 3.1 瑞幸咖啡SWOT分析 6 8975 3.1.1 优势分析 6 13750 3.1.2 劣势分析 8 444 3.1.3 机会分析 8 31205 3.1.4 威胁分析 11 1066 3.2 瑞幸咖啡的裂变营销