[摘要]随着互联网的发展，中国的咖啡市场竞争白日化，新模式、新门店层出不穷，瑞幸咖啡更是从中异军突起，值得其他企业学习研究。本文以瑞幸咖啡为例，从中国咖啡市场整体环境入手，将理论和实际情况相结合，通过宏观环境、SWOT以及4P理论分析瑞幸咖啡的营销策略，根据实际调查情况指出其存在的问题并提出相应的可行性建议。

[关键词]瑞幸咖啡，营销策略，咖啡市场

Research on Marketing Strategy of Luckin Coffee

Abstract: With the development of the Internet,the competition in China's coffee market has become increasingly white, and new models and stores have emerged in an endless stream. Luckin Coffee is a rising force among them,which is worth learning and studying by other enterprises. Taking Luckin Coffee as an example,this paper starts with the overallenvironment of China's coffee market,combines theory with practice, analyzes the marketing strategy of Luckin Coffee through the macro environment, SWOT and 4P theory, points out its existing problems and puts forward corresponding feasible suggestions according to the actual investigation.

Key words: Luckin Coffee, Marketing Strategy, Coffee Market