基于4I理论的瑞幸咖啡营销策略研究  

Research on Marketing Strategy of Luckin Coffee Based on 4I Theory

作　　者：姚佳丽 黄自然 

机构地区：[1]浙江理工大学法学与人文学院,浙江 杭州

出　　处：《电子商务评论》2025年第2期114-125,共12页E-Commerce Letters

基　　金：本文受杭州市委宣传部与浙江理工大学共建新闻学院项目资助;项目代码:114129A4V23926;项目名称:23250926-V“构建新闻传播学自主知识体系”系列活动。

摘　　要：随着社会的进步和消费者对品牌的要求不断提高,网络营销已经成为企业品牌策略中的一个重要方向。在咖啡品牌领域,瑞幸咖啡作为中国较大的咖啡连锁品牌,如何在激烈的市场竞争以及不断变化的消费者需求面前,制定出有效的营销策略,是其迫切需要解决的问题。本文基于4I理论,从趣味性、利益性、互动性和个性化四个角度对瑞幸咖啡的新媒体品牌营销策略进行深入分析,剖析瑞幸咖啡存在的问题,并提出相关的解决策略,为提高瑞幸咖啡的知名度和市场份额提供新思路。With the progress of society and the increasing demands of consumers on brands, online marketing has become an important direction in a company’s brand strategy. In the coffee brand field, Luckin Coffee, as one of the largest coffee chain brands in China, needs to formulate effective marketing strategies to face the fierce market competition and constantly changing consumer needs. This paper will analyze Luckin Coffee’s new media brand marketing strategy from the perspectives of interest, benefits, interaction, and personalization based on the 4I theory, analyze the problems faced by Luckin Coffee, and propose relevant solutions to provide new ideas for improving Luckin Coffee’s brand awareness and market share.

关 键 词：瑞幸咖啡 4I理论 咖啡品牌 营销策略 

分 类 号：F42[经济管理—产业经济]