瑞幸咖啡竞争环境分析与品牌定位策略研究

瑞幸咖啡竞争环境分析与品牌定位策略研究摘要随着国民消费习惯的改变和升级，咖啡消费在国内饮料市场中的地位仅次于茶消费。在良好的市场环境下，咖啡产业保持了高速增长的态势。本研究在详细介绍了瑞幸咖啡发展现状、运营模式与现有品牌定位状况的基础上，以PEST模型和波特五力模型作为分析工具，系统梳理了瑞幸咖啡的宏观环境与市场竞争环境，并通过SWOT分析，详细解读了瑞幸咖啡具备优势与劣势，也指出了其面临的机会与威胁。然后，结合市场竞争环境现状，然后基于市场竞争环境现状，以杰克特劳特品牌定位理论为基础，选定区隔概念，找到瑞幸咖啡的品牌定位点，落实了品牌定位策略，最后则分别提出了瑞幸咖啡品牌定位的实现策略和传播策略。希望通过本文分析，能够指出瑞幸咖啡的品牌发展对策，从而能够优化我国整个咖啡行业环境，并且促进新零售咖啡企业的发展，保障咖啡市场的有序调整和持续发展。关键词：瑞幸咖啡：竞争环境分析：品牌定位策略AbstractWith the change and upgrading of national consumption habits,coffee consumptionranks second only to tea consumption in the domestic beverage market.Under the favorablemarket environment,the coffee industry has maintained a high growth trend.In this studyare introduced in detail,Luckily coffee development present situation,operation mode andthe existing condition of brand positioning,on the basis of the PEST model and porter fivemodel as analyzing tool,the system combed the rui xing coffee macro environment andmarket competition environment,and through the SWOT analysis,detailed interpretation ofthe rui xing coffee have advantages and disadvantages,and points out the opportunities andthreats.Then,based on the current situation of market competition environment and jackTrout's brand positioning theory,the concept of segmentation is selected to find the brandlocation of Luckin coffee,and the brand positioning strategy is implemented.Finally,therealization strategy and communication strategy of Luckin coffee brand positioning areproposed respectively.It is hoped that through the analysis of this paper,the branddevelopment countermeasures of Luckin coffee can be pointed out,so as to optimize theenvironment of China's entire coffee industry,promote the development of new retail coffeeenterprises,and ensure the orderly adjustment and sustainable development of the coffeemarket.Key words:Luckin coffee;Competitive environment analysis;Brand Positioning Strategy0目录摘要.Abstract.….第1章绪论31.1选题背景31.2相关研究论述.….31.2.1竞争环境分析影响因素和方法相关研究.31.2.2品牌定位方法和策略相关研究.41.3研究内容与意义。.4第2章瑞幸咖啡的品牌定位现状及问题.52.1瑞幸咖啡简介2.2瑞幸咖啡营销模式.52.3瑞幸咖啡瑞幸咖啡的品牌定位.62.3.1目标客户特征….62.3.2情景定位….72.3.3差异性经营模式.82.4瑞幸咖啡品牌定位存在的不足.8第3章瑞幸咖啡的竞争环境分析.103.1瑞幸咖啡的宏观环境分析…103.1.1PEST模型及分析框架概述.103.1.2瑞幸咖啡的宏观环境分析.103.2瑞幸咖啡行业竞争环境分析…..153.2.1波特五力模型及分析框架概述.153.2.2瑞幸咖啡的竞争环境分析153.3瑞幸咖啡的SWOT分析..173.3.1SWOT分析模型介绍..173.3.2瑞幸咖啡的SWOT分析.….18第4章瑞幸咖啡品牌定位策略.….214.1杰克特劳特品牌定位理论。,214.2定位策略.214.2.1区隔概念的确定,214.2.2找准品牌定位点214.2.3定位策略落实.….22IV