Analysis of Luckin Coffee’s Co-Branded Marketing Based on 4C Theory (Published)
With the rapid development of China’s economy and the steady improvement of people’s living standard, co-branded products have attracted consumers’ attention with their beautiful appearance and rich cultural heritage. In marketing, co-branded also plays a very important role. However, how to maximize the advantages of the co-branded strategy has become a key issue for many enterprises to consider. The success of co-branded strategy cannot be separated from the support of consumers. Therefore, how to carry out co-branded marketing activities from the perspective of consumers becomes the key to the success of co-branded marketing activities. This paper will take Luckin Coffee as the research object and analyse how Luckin Coffee can make its co-branded products popular among consumers from the 4C theory, which focuses on consumers, and analyses how Luckin Coffee can satisfy consumers’ needs, lower costs, provide convenience, and promote communication in four aspects. Finally, this paper puts forward several suggestions for Luckin Coffee’s co-branded marketing strategy from the aspects of expanding consumer groups, increasing co-branded peripheral derivatives, and widening on-line promotion channels.
Keywords: 4c theory, Analysis, Luckin coffee’s co-branded marketing