The Effectiveness of Luckin Coffee Fission Marketing Based on Marketing Mix Theory

Abstract

Fission marketing is a special kind of marketing that is based on the old ways of marketing and is used to get more customers by splitting the terminal market. Luckin Coffee is one of the successful users of the fission marketing model. This study aimed to explore the advantages and disadvantages of Luckin s coffee marketing model as well as its impact on consumers. This paper further develops the factors in the marketing mix theory, uses the SWOT analysis method in the model analysis, and comprehensively discusses the advantages and disadvantages of the Luckin Coffee marketing model. This study concluded that Luckin Coffee has obtained a large number of customers through relationship marketing, price promotion, and other means, but customer loyalty is insufficient, brand understanding is inadequate, and the capital flow has many drawbacks. The overall marketing model has advantages and disadvantages, which is one of the typical cases of fission marketing. More opportunities and threats to Luckin s marketing model will also be discussed in the following section.