摘要从“病毒式”营销到飞速扩展的店面，创始之初瑞幸咖啡就给予消费者源源不断的热度。通过“烧钱”游戏来补贴用户使得品牌疾迅壮大，人们对瑞幸是否能获得利润始终抱有怀疑的态度。许多人认为若以品质就想和星巴克争取市场份额，那瑞幸咖啡不疑有他是在自掘坟墓。毕竟优质咖啡在中国大部分都是由星巴克来定义。星巴克和其他相对高档的咖啡品牌对于瑞幸的“好咖啡”不费吹灰之力就能效仿，这不能成为一个差异大且鲜明区分好咖啡的区隔。而根据“不限场景喝到好咖啡”的品牌战略，瑞幸咖啡将开设差别较大的商店风格来全面把控顾客日常生活场景和各式各样工作上的以满足用户多样化的需求空间。“新鲜”是瑞幸主要的广告语，而外卖配送又是其重要的“新零售”形式。瑞幸咖啡做为新零售模式下拔得头筹的专业咖啡运营商，本文紧扣其营销策略对其进行论述与分析，将瑞幸咖啡做为研究对象，指出其产品核心竞争力较低，盈利模式潜在风险，专业人才较少员工服务水平低下，标准化培训不到位管理粗糙，促销效果不佳等营销方面的不足之处，结合所学知识，对瑞幸咖啡提出回归产品本质提升咖啡质量，加强管理和培训构建品牌文化，完善服务体系，建立复合业态促进品牌延伸，提升消费体验降低配送价格，扩大用户粘性提高复购率等改进措施与建议。关键词：瑞幸咖啡：新零售；营销策略AbstractFrom "viral"marketing to rapidly expanding storefronts,Luckin Coffee gave consumersa constant stream of heat at the beginning.Subsidizing users through "burning money"gameshas made the brand grow rapidly.People have always been skeptical about whether Luckincan make a profit.Many people think that if they want to compete with Starbucks for marketshare with quality,Luckin Coffee has no doubt that he is digging his own grave.After all,quality coffee in China is mostly defined by Starbucks.Starbucks and other relativelyhigh-end coffee brands can follow Luckin's "good coffee"effortlessly,which cannot be a bigdifference and a clear distinction between good coffee.According to the brand strategy of"drink good coffee in any scene",Luckin Coffee will open a wide range of store styles tocomprehensively control customers'daily life scenes and various work to meet the diverseneeds of users.."Fresh"is Luckin's main slogan,and takeaway delivery is its important "newretail"form.Luckin Coffee as the leading professional coffee operator in the new retail mode,this article closely discusses and analyzes its marketing strategy,takes Luckin Coffee as theresearch object,and points out that its product core competitiveness is low and profitable Thepotential risks of the model,the lack of professional talents,the poor service level ofemployees,the lack of standardized training,the poor management,and the poor salespromotion.Management and training to build a brand culture,improve the service system,establish a composite format to promote brand extension,improve consumer experience,lower delivery prices,expand user stickiness and increase the repurchase rate and otherimprovement measures and suggestions.Keywords:Luckin Coffee;new retail;marketing strategy