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

DOI

10.2991/978-94-6463-706-9_38How to use a DOI?

Keywords

Digital economy; Marketing strategy; Big data

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siqi Lv
PY  - 2025
DA  - 2025/05/07
TI  - Analysis of Marketing Strategies for Emerging Brands in the Context of the Digital Economy: A Case Study of Luckin Coffee
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 418
EP  - 425
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_38
DO  - 10.2991/978-94-6463-706-9_38
ID  - Lv2025
ER  -