管理经济学视角下瑞幸咖啡在垄断竞争市场中的崛起与挑战  

The Rise and Challenges of Luckin Coffee in Monopolistic Competition Market from the Perspective of Management Economics

作　　者：敬紫航 Zihang Jing(International Business School of Beijing Foreign Studies University,Beijing 100089)

机构地区：[1]北京外国语大学国际商学院,北京100089

出　　处：《经济发展研究(香港)》2025年第1期36-39,共4页

摘　　要：瑞幸咖啡(Luckin Coffee)作为中国新兴的连锁咖啡品牌,自2017年成立以来,通过差异化策略和数字化在实体咖啡店这个垄断竞争市场中迅速崛起。其高密度布局、低价高补贴的定价策略,以及本土化创新产品帮助其在竞争激烈的中国咖啡市场中占据重要地位。然而,在垄断竞争市场中,由于进入壁垒较低和产品高度可替代性,瑞幸面临着“下半场”的激烈价格战和利润趋零的潜在危机。本文以管理经济学理论为基础,探讨瑞幸咖啡应当如何在激烈的竞争市场中取胜,并规避价格战对企业利润的侵蚀。Luckin Coffee,as an emerging chain coffee brand in China,has rapidly risen in the monopolistic competition market of physical coffee shops through differentiation strategies and digitization since its establishment in 2017.Its high-density layout,low price and high subsidy pricing strategy,and localized innovative products have helped it occupy an important position in the fiercely competitive Chinese coffee market.However,in a monopolistic competitive market,due to low entry barriers and high product substitutability,Luckin Coffee is facing a fierce price war in the"second half"and a potential crisis of zero profit.Based on the theory of management economics,this article explores how Luckin Coffee should win in a fiercely competitive market and avoid the erosion of corporate profits caused by price wars.

关 键 词：瑞幸咖啡 垄断竞争 差异化策略 

分 类 号：F713.50[经济管理—市场营销]