新视野商务英语综合教程3（第二版）Unit+6PPT课件.pptx

Unit6

Marketing

Modes

瑞幸咖啡的商业模式

TheBusinessModelbehindLuckin’sExplosiveGrowth

Formedin2017,LuckinCoffee,aChinesestartup,challengedStarbucks’20-

yearChinesemarketdominance.Crucialtoitsgrowthstrategyisadigitally-led

businessmodel,blendinganefficientmobileapplicationandapragmaticstore

network.Luckintakesadigitalapproachthatenablescustomerstoorder,pickup,and

go,keepingoperationalcostslowandexpansionrapid.Luckinfurthermarksitsedge

throughaggressivemarketingstrategies.UsersontheLuckinappgettheirfirstcoffee

free,receivevariousdiscountcoupons,andarerewardedforreferrals.

Thisunitdelvesintotheworldof“marketingmodes.”We’llexplorehow

innovativestrategiescanrevolutionizetraditionalindustriesandusher

inaneweraofconsumerexperience.

Q1:WhatdoyouknowaboutLuckin’marketingstrategies?

Q2:Inyouropinion,howdomarketingmodescontributetoa

company’ssuccess?

UnitOverview

Bystudyingthisunit,

youareexpectedto:

★learnthefeaturesofdifferentInternet

marketingtools;

★choosetheappropriateInternet

marketingtooltopromoteproducts;

★writeapromotionalmicro-blogfor

products.

Unit6MarketingModes

Contents

Unit6MarketingModes

Task1MatchthepicturesofInternetmarketingtoolswiththeirnames.

1.Blogging(C)

2.E-mailing(A)

3.Mediasharing(E)

4.Micro-blogging(F)

5.Searchengineoptimization(B)

6.Socialnetworking(D)

Unit6MarketingModes

Task2Workingroups.Eachgroupmemberchoosesone

Internet