摘要近年来，随着“互联网+”新格式的正式拉开和国内营销的新业态的到来，传统型的商业模式被改造或自主创新，商业模式逐渐开始变革。2018年，瑞幸咖啡无疑是咖啡行业最受欢迎的品牌。因为瑞幸咖啡以“无限场景”的品牌战略，和依托“线上+线下”的商业运营模式，依靠瑞幸咖啡精妙的营销手段和短时间内在开拓多家门店的模式，使瑞幸咖啡的品牌迅速烙印在人们心中。本文主要集中阐述了瑞幸咖啡发展和根源，围绕互联网+瑞幸咖啡平台在发展过程在所遇到的问题进行具体分析。瑞幸咖啡通过打破传统咖啡业的经营模式，不断开拓新的市场，并且用“互联网+”的思维重新定义咖啡的消费和使用线上大数据分析和线下无线场景的搭建，使瑞幸咖啡的产品受到大众的喜爱。本文会结合它存在的问题和发展的前景，对其发展方向进行预测。本文的创新主要体现在我会使用实证分析法深刻剖析互联网+咖啡业平台的优劣方面，另文章可信度更加高。关键词:瑞幸咖啡实证分析互联网+ABSTRACT1Inrecentyears,withtheofficialopeningofthenewformatof"Internet+"andthearrivalofthenewformatofdomesticmarketing,Thetraditionalbusinessmodelwastransformedorinnovatedindependently,andthebusinessmodelgraduallybegantochange.Luckinwaseasilythemostpopularbrandinthecoffeeindustryin2018.Withthebrandstrategyof"infinitescene"andthebusinessoperationmodeof"online+offline",luckincoffeereliesonitssophisticatedmarketingmethodsandthemodeofopeningupmanystoresinashorttime,whichmakesluckincoffeebrandimprintedinpeople'smindquickly.Thispaperfocusesonthedevelopmentandrootcausesofluckincoffee,andspecificallyanalyzestheproblemsencounteredinthedevelopmentprocessofInternet+luckincoffeeplatform.Luckincoffeecontinuestoexplorenewmarketsbybreakingthebusinessmodeloftraditionalcoffeeindustry,redefiningcoffeeconsumptionwiththethinkingof"Internet+"andusingonlinebigdataanalysisandofflinewirelesssceneconstruction,thusmakingluckincoffeeproductspopularwiththepublic.Thispaperwillcombineitsexistingproblemsanddevelopmentprospects,thedevelopmentdirectionofitsforecast.TheinnovationofthispaperismainlyreflectedinthefactthatIwilluseempiricalanalysistodeeplyanalyzetheadvantagesanddisadvantagesofInternet+coffeeplatform,whichmakesthepapermorecredible.Keywords:LuckincoffeeempiricalanalysisInternet+目录2一、引言...................................................................................................................5（一）选题背景及意义...............................................................................................5（二）文献综述..........................................................................................................5二、“互联网+”背景下瑞幸咖啡的发展现状...............................................7（一）实现在线咖啡销售系统....................................................................................7（二）大数据分析......................................................................................................8三、“互联网+瑞幸咖啡”发展存在的问题....................................................9(一)品牌标准化程度低...............................................................................................9(二)外卖平台的品质参差不齐..................................................................................10(三)缺乏标准化管理人才.........................................................................................10(四)市场存在空白.....................................................................................................10四、完善“互联网+瑞幸咖啡”发展...
