摘 要

近年来中国咖啡消费不断增长，而速溶咖啡市场的巨大潜力有目共睹。随着消费升级，各大速溶咖啡也在频出新招增加营销手段，多元化场景营销，正在成为让产品和用户高度重合，拉近与消费者距离的有效手段。以年轻人为主要消费者，2019年双十一成为天猫咖啡店铺类目销售额第一的三顿半咖啡，正像一条“鲶鱼”一般搅动着国内速溶咖啡市场。相较于老牌速溶咖啡，三顿半更加倾向于以线上销售营销为主，并通过社交媒体广告投放帮助自身扩大市场，其广告营销多以在小红书，微博等社交媒体进行寻找KOL或KOC，让广告内容更加贴近日常生活中的场景描绘。但是，三顿半所选择的广告媒介仍以图片和vlog分享测评类进行推送，在当下势头正火，以内容为王，以流量出名的抖音、快手等短视频平台却鲜有其营销的踪迹。本文将以贴片广告的形式，来展示如今营销势头正旺的三顿半咖啡数字胶囊系列的自身特点，通过三顿半所欠缺的短视频创意广告的形式，从而进一步探索速溶咖啡与场景消费融合的短视频营销之路。

关键词：速溶咖啡，场景消费，快节奏生活，个性

ABSTRACT

Coffee consumption in China has been growing in recent years,and the huge potential of the instant coffee market is obvious to all. With the upgrading of consumption,major instant coffee companies are also taking new measures to increase marketing means. Diversified scene marketing is becoming an effective means to make products and users highly overlap and shorten the distance with consumers. With young people as the main consumers,Saturnbird Coffee has become the top selling instant coffee in the category of sales on November 11, 2019, stirring the domestic instant coffee market just like a "catfish". Compared with the old-brand instant coffee,Saturnbird Coffee is more inclined to focus on online sales and marketing, and help itself expand the market through social media advertising. Its advertising marketing is mainly to find KOL or KOC in social media such as Xiaohongshuand Weibo, so that the advertising content is more close to the scene depicted in daily life. However, the advertising media chosen by Saturnbird Coffee is still pushing images and Vlog sharing and evaluation. At present, the momentum is on the rise.Short video platforms such as Douyin and Kuaishou,which are famous for their content and traffic, have little marketing trail. In the form of patch advertising,this paper will demonstrate the characteristics of the digital capsule series of Saturnbird Coffee and a Half Coffee, which has a booming marketing momentum, and further explore the short video marketing road of the integration of instant coffee and scene consumption through the creative form of short video advertising that Saturnbird Coffee lack.

Key words：Instant coffee, scene consumption, fast-paced life, personality