Analysis and Suggestions of Luckin Coffee’s Promotion Strategy from the Perspective of Communication

Abstract

Luckin Coffee adheres to the concept of "pursuit of quality and convenience", conforms to the fast-paced life concept of contemporary society, and is committed to creating a quality coffee belonging to China. It will add impetus to the establishment of Luckin Coffee's brand image and the improvement of its popularity. However, in the process of publicity, Luckin Coffee also exposed various problems in the establishment of its public relations image. On the one hand, Luckin Coffee ignores the effectiveness of information processing in the communication process, which damages the public relations image to a certain extent, and on the other hand, the brand added value of Luckin Coffee is low, which is also a key factor that makes Luckin Coffee a low-grade brand. In this regard, Luckin Coffee should pay attention to the effectiveness of information processing in market image promotion and increase the added value of products by tapping the cultural process of its industrial development, so that Luckin Coffee can improve its brand position and get more long-term development. This paper mainly adopts literature analysis, and through the analysis of Luckin Coffee's product publicity strategy, it can be concluded that Luckin Coffee has skillfully used the characteristics of communication in brand promotion. However, the lack of handling of public relations image and the grasp of information effectiveness is a problem to be solved in Luckin Coffee's sustainable development agenda in the future.