本科论文摘 要 当今社会，咖啡已经成为部分群体生活中的必需品，特别是青年群体。然而对于我国而言，咖啡品牌多种多样，有国外的咖啡品牌，也有国内本土咖啡品牌，随着社会人士对于咖啡的需求日益增大，咖啡行业的发展也越来越快。但是咖啡行业的竞争也变得越来越激烈，各大咖啡公司为了提升竞争力，不断提高咖啡的质量以及拓宽咖啡的种类，并制定各种促销策略，以此来吸引消费者的购买。本篇论文是以瑞幸咖啡促销优化策略探讨为论文题目进行分析，通过设计问卷，对瑞幸咖啡进行分析，同时详细分析瑞幸咖啡的促销状况，并分析瑞幸咖啡竞争对手的优劣势。通过对比，指出目前瑞幸咖啡促销策略中存在的问题有哪些，在分析问题的基础之上提出优化策略，促进瑞幸咖啡的进一步发展。关键词：青年群体，瑞幸咖啡，促销策略，优化，问卷本科论文AbstractNowadays, coffee has become a necessity in the life of some groups, especially the youth group. However, for our country, there are a variety of coffee brands, there are foreign coffee brands, but also domestic local coffee brands, with the increasing demand for coffee, coffee industry is also developing more and more rapidly. But competition in the coffee industry is becoming more and more intense, with major coffee companies trying to boost competitiveness, improve the quality of coffee and broaden the variety of coffee, and develop various promotion strategies to attract consumers to buy. This thesis is divided into two parts: the discussion on the optimization strategy of Swiss coffee promotion Analysis, through the design of the questionnaire, the analysis of Ruixing coffee, at the same time detailed analysis of the promotion of Ruixing coffee, and analyze the advantages and disadvantages of its competitors. By comparing, the author points out the problems in the promotion strategy, and puts forward the optimization strategy based on the analysis to promote the further development of the promotion strategy....
