瑞幸咖啡新零售模式现状及发展策略研究【最终稿】.docVIP

瑞幸咖啡新零售模式现状及发展策略研究 【摘要】随着消费者生活质量的改善和咖啡文化身份的提高，中国的咖啡市 场已显示出巨大的潜力，但传统单一的咖啡经营模式已经不能满足消费需求多样 化的新时代。在互联网快速发展的时代背景下，“新零售”模式的代表性企业瑞 幸咖啡应运而生。从创立到上市仅用了 20个月，瑞幸凭借其新颖的新零售经营 模式，在短时间内冲进市场，实现规模迅速扩张，引起业界的广泛关注。本文通 过文献研究法收集相关资料，总结瑞幸咖啡新零售模式发展现状，并运用探索性 因子分析法找岀影响新零售咖啡消费者消费的因素，最后结合SWOT辩证分析瑞 幸咖啡当前的对内对外的优势与劣势，提出瑞幸咖啡应注重开发自己的特色产 品、加强门店管理等建议，以期为瑞幸咖啡未来的进一步发展提供有效的参考策 略。 【关键词】新零售模式；瑞幸咖啡；发展策略 注：本论文（设汁）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研 项目，项目编号为: Research on the Current Situation and Development Strategy of Luckin Coffee s New Retail Model [Abstract] With the iinpro^^ement of consumers1 quality of life and the rise of coffee cultural status, Chinas coffee market has shown great potential.However，the traditional single coffee management pattern has not ftilly satisfy consumer diversity requirements .Under the backgi ound of the rapid development of the Internet, luckin coffee, a representath-e enteiprise of the Hnew retail0 mode, came into beiiig.lt took only 20 months for luckin to go public.With its innovative new retail business model, luckiii mshed into the market in a short time and achieved rapid scale expansion, attracting wide attention from the industry.Relevant infbnnation collected in this paper, through 丘teratiire research, summarizes luckin coffee to the cun-ent situation of the de\-elopment of new retail model, and using exploratoiy factor analysis to find out the influencing factors of new retail cofiee consumers? Finally, combined with SWOT dialectical analysis of luckiii coffee^ cuiTent strengths and weaknesses at home and abroad, luckin coffee should foucus on develop featured products,strengthen store management and other suggestions Ill order to provide ail effective reference strategy for the fiitiire development of luckiii coffee? [Keywords] New retail model Luckiii coffee The de^-elopment strategy of TOC \o 1-5 \h \z \o Current Document 1前言 2 \o Current Document 2瑞幸咖啡新零售模式现状 3 \o Current Document 2.1全渠道融合的消费模式提供高效服务 3 \o Current Document 2.2打造无限场景满足多样化消费体验 3 \o Curre