Research On Precision Marketing Strategy Of Luckin Coffee

In recent years,our economy and technology develop rapidly,and our national consumption habits are changing and upgrading constantly.Coffee products occupy a more and more important position in the domestic beverage market.In terms of growth rate,the growth rate of Chinese coffee market is much higher than the global average level,showing greater market potential.With the advent of the "Internet +" era,breakthroughs and innovations in data cloud computing and other technical fields,product marketing models are also constantly changing,bringing huge impacts and challenges to traditional marketing models.Facing the promising market,how to rely on modern information technology means to establish personalized customer communication service system,realize precision marketing and improve marketing efficiency,is the key content of the future marketing strategy of coffee enterprises.This paper takes Luckin Coffee as the main body of research,adopts the method of combining quantitative and qualitative research,and analyzes the writing of Luckin Coffee’s precision marketing strategy with STP theory,integrated marketing communication theory and precision marketing theory.Through questionnaire survey and interview,it is found that Luckin Coffee has the following shortcomings in precision marketing: first,Luckin coffee’s target target is not accurately positioned.In terms of age,Luckin coffee does not cover the main consumer groups between 30 and 40 years old among young people;In terms of occupation,there is a lack of marketing planning for consumer groups such as college students and independent entrepreneurs.Second,Luckin coffee precision communication content and mode effect is weak,the content and mode of communication is relatively single,lack of novelty and diversification leads to the lack of accurate information transmission effectiveness,the consumer group of Luckin coffee information transmission content and communication channels are very low identity;Third,Luckin Coffee product design level is insufficient,Luckin Coffee’s main product portfolio is relatively simple;Fourth,Luckin Coffee precision marketing lacks interactive communication relationship and efficient communication and interaction mechanism with consumers.In view of the above problems,this paper puts forward suggestions on the strategic optimization of Luckin Coffee’s accurate information communication.First of all,Luckin Coffee needs to enrich the consumer information base of its target market,and use LBS positioning method and artificial intelligence technology to increase the number of target consumers and more detailed consumer portraits to achieve accurate positioning of consumer objects.Secondly,Luckin Coffee needs to further develop its personalized algorithm model,increase the diversity and difference of marketing information and marketing channels,so as to improve the content and channels of information transmission.In addition,according to consumer demand for product diversification and product mix targeted design to create product marketing information differentiation;Finally,Luckin Coffee should further strengthen the construction of interactive platform with users,build an evaluation and feedback system for Luckin Coffee and open an interactive platform for consumers to ensure the effective implementation of Luckin Coffee user information exchange and feedback mechanism.