Abstract
With the rapid advance of technology, peoples lives are becoming more and more diverse. At the same time, peoples demand for food is not only limited to having enough to eat. Therefore, food companies launch a wide range of products, which need to be marketed to consumers through various channels so as to bring maximum benefits to the company. With the rise of big data and the arrival of the Internet era, traditional marketing strategies have failed to attract the attention of young people. Therefore, companies are in urgent need of innovating in their marketing, satisfying their consumer groups, and following the current cultural trends. Luckin Coffee is a company with classic cases to study. So, this paper analyses the classic cases of this company and comes up with some recommendations for corporate development. The purpose of this paper is to analyze the strengths, weaknesses, opportunities, and threats of Luckin Coffee through SWOT analysis and summarize its marking strategies and the reasons for its rapid success.
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