Abstract
With the rapid development of science and technology, new retail modes, such as e-commerce and online APPs, gradually emerge and mature into a mainstream consumption pattern. Not only did traditional retailing industries start the revolution, but also infant industries are trying to engage in this new tide. This paper examines Luckin Coffee (Luckin) as a successful case study to investigate its marketing strategy within a large-scale marketing environment through the method of literature review and theoretical analysis such as SWOT and 4Ps theory. The utilization of artificial intelligence and big data adds value to enterprises by enabling them to differentiate themselves in the market and identify their target customers. Therefore, vendors have the ability to provide personalized services, such as online ordering and delivery services, in order to satisfy fast-growing and constantly changing demands of various customers. This article serves as a point of reference for future research in marketing strategies.
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