Research On Optimization Of Luckin Coffee's Precision Communication Strategy

With the development of 5G technology and mobile terminals,the use of intelligent technology to accurately target target user groups has become a development trend of brand marketing communications.Personalized content and methods meet the needs of different users.The intelligent development of the media makes the precise dissemination of brand information inevitable and possible.It is of great significance to study the strategy of accurate brand dissemination in the era of intelligent media.The thesis takes the target consumers of Luckin Coffee as a research sample,and studies the optimization of the precise communication strategy of the Luckin Coffee brand through questionnaires and in-depth interviews.It mainly discusses three levels of issues: the target of the information communication process of the Luckin Coffee brand.Is consumer coverage accurate? Is the information dissemination of the Luckin brand effective? How to build the interactive relationship of Luckin coffee precision communication?The thesis uses a combination of quantitative and qualitative methods.A total of453 valid questionnaires were collected,and 18 target consumers of different occupations and ages were interviewed.The paper is based on questionnaire data and interview data,combining previous research literature and related theories of precise communication,and examines the precise communication strategies of Luckin Coffee around four research dimensions: content of communication,communication channels,communication cognition and communication relations.The structure passed the test of confirmatory factor analysis.The study found that the precise dissemination of Luckin Coffee has the following shortcomings: First,the target audience is not fully covered,and it does not reach the age of 30 to 35 years old and students and self-employed people;Second,the precision communication effect is weak,and the target consumers The recognition of the content and channels of communication is low;the third is that the "one-to-one" interactive communication relationship has not yet formed,and the choice of communication sharing methods is relatively single and lacks diversity.In view of the above-mentioned shortcomings,the paper proposes the followingoptimization strategies for the precise communication of Luckin Coffee: First,Luckin Coffee needs to build a database of its target consumers,use LBS positioning technology and artificial intelligence technology to expand user data and segment user portraits;second,Luckin Coffee needs to improve its personalized recommendation algorithm model,strengthen the differentiation of its content dissemination and diversification of communication channels.Furthermore,Luckin Coffee needs to promote the construction of its consumer interaction platform and improve Luckin Coffee in real-time interaction.Consumer evaluation feedback mechanism.In general,the dissertation takes the target consumer as the starting point and focuses on the construction of precise communication and interactive relationships,which is innovative.