随着经济快速发展和消费升级步伐的加快，我国咖啡行业迅猛发展。在巨大市场红利吸引下，众多咖啡馆如雨后春笋般出现，市场竞争异常激烈。在此背景下，瑞幸咖啡异军突起，在 2018 迅速覆盖中国一线城市，并以每月开业百家门店速度在国内扩张。瑞幸咖啡成功因素有很多，其中利用体验营销强调品牌与消费者之间联系，通过技术手段不断优化消费者消费体验，以此与其它品牌形成差异化并提升顾客满意度及重购意愿，是其成功因素之一。本文对瑞幸咖啡体验营销策略进行研究，一方面总结启示给国内传统咖啡店以促进其更好发展，另一方面为瑞幸咖啡体验营销策略提出针对性建议。

关键词：瑞幸咖啡、体验营销、策略研究

With the rapid development of economy and the acceleration of consumption upgrading, China's coffee industry has developed rapidly. Attracted by the huge market dividend, many cafes sprang up like bamboo shoots after a rain, and the market competition was extremely fierce. In this context, Luckin Coffee has sprung up, covering the first-tier cities of China in 2018, and expanding at the rate of opening 100 stores every month in China. There are many success factors for Luckin Coffee. One of the success factors is to use experience marketing to emphasize the relationship between brands and consumers, and to optimize consumers' experience through technical means, so as to differentiate from other brands and improve customer satisfaction and repurchase intention. This paper studies the experience marketing strategy of Luckin Coffee. On the one hand, it summarizes the enlightenment for the domestic traditional coffee shops to promote their better development, on the other hand, it puts forward specific suggestions for the experience marketing strategy of Luckin Coffee.

Keywords: Luckin Coffee, Experience marketing, Strategy Research