- 期刊
How Chinese Domestic Coffee Brands Competing with Foreign Brands in China-Taking Luckin Coffee and Starbucks for Example
摘要
This research starts with an overview of the current state of Chinese coffee market. The existing unreasonable market structure encourages us to explore both domestic and foreign retailers, so we take Luckin Coffee as Chinese domestic coffee retailers and Starbucks as foreign coffee retailers for example. The paper first uses SWOT analysis, studies the internal strengths and weaknesses, external opportunities, and threats of the two coffee retailers. Then we focus on analysing enterprises' internal environments and business conditions using 4P marketing theory. The retailers could learn other competitors' strategies from different aspects. Therefore, some suggestions are put forward on marketing strategies for domestic coffee brands, which has reference significance for the construction and development of Chinese domestic coffee brands. Finally, the paper proposes the possible future developments of the Chinese coffee market.
參考文獻
延伸閱讀
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