The Success of Luckin Coffee Digital Marketing from the Perspective of STP

Jinghan Chen, Zhenghua Chen, Sihan Zhao, Xiwen Zheng

2025

Abstract

In recent years, the global coffee industry has witnessed rapid development influenced by various factors, and digital marketing strategies play a crucial role in its growth. This paper takes Luckin Coffee as the research object and uses methods such as case analysis to analyze its digital marketing strategies. The research findings show that Luckin has enhanced its brand image and expanded its market share through precise STP positioning and diverse digital marketing activities, such as co-branded marketing. Its low-price strategy has also attracted price-sensitive consumers. However, Luckin faces issues such as product homogeneity, vague brand positioning, and low consumer stickiness. Some co-branded activities have even damaged the brand image. The research concludes that Luckin needs to strengthen its brand positioning, optimize its pricing strategy, conduct precise market research, and improve the user experience. Other coffee companies can also draw lessons from this to expand their markets by optimizing their digital marketing strategies.

Paper Citation

in Harvard Style

Chen J., Chen Z., Zhao S. and Zheng X. (2025). The Success of Luckin Coffee Digital Marketing from the Perspective of STP. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 190-195. DOI: 10.5220/0013988200004916

in Bibtex Style

@conference{prmc25,
author={Jinghan Chen and Zhenghua Chen and Sihan Zhao and Xiwen Zheng},
title={The Success of Luckin Coffee Digital Marketing from the Perspective of STP},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={190-195},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013988200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Success of Luckin Coffee Digital Marketing from the Perspective of STP
SN - 978-989-758-778-8
AU - Chen J.
AU - Chen Z.
AU - Zhao S.
AU - Zheng X.
PY - 2025
SP - 190
EP - 195
DO - 10.5220/0013988200004916
PB - SciTePress