The Development of Digital Operation in Catering Service Enterprises: A Case Study of Luckin Coffee

Abstract

As a pillar enterprise of the tertiary industry, the catering service industry has important reference value for the transformation and upgrading of the entire industry under the wave of digital reform. Among them, the exploration of the coffee industry in the era of O2O operation and management has played a good role in the accumulation of experience for the development of the entire catering service industry. Through the in-depth exploration of the digital operation management mode, this paper systematically combs the development process and current situation of the coffee industry in the catering service industry. This paper first reviews the theoretical basis of enterprise digital transformation and operation management, and through case analysis, takes Luckin Coffee as an example to conduct an in-depth analysis of industry characteristics and problems. In the context of the current digital transformation, the coffee industry generally has problems such as a low customer retention rate, unclear market positioning, chaotic channel management, and cost control failure to meet expectations. In this regard, we can first determine the selection of operation management mode according to the enterprise's situation, and optimize the detailed reform of digital operation management with the help of "new retail" and digital marketing.