Different Marketing Strategies Between Starbucks and Luckin Coffee and the Impact of the Epidemic
- 10.2991/aebmr.k.210601.001How to use a DOI?
- Marketing Strategies, Starbucks, Luckin Coffee, COVID-19
COVID-19 spreads and causes a significant negative impact on the global beverage industry. The global coffee market is estimated to be worth $102.02 billion in 2020 with a projected compound annual growth rate of 4.28% for the 2021-2026 forecast period. This paper studies the different marketing strategies of Starbucks and Luckin Coffee in the coffee industry and then discusses the impact of different periods of the epidemic on Starbucks to different degrees through data, as well as the countermeasures taken by Starbucks.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Siyu Wang PY - 2021 DA - 2021/06/02 TI - Different Marketing Strategies Between Starbucks and Luckin Coffee and the Impact of the Epidemic BT - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) PB - Atlantis Press SP - 1 EP - 5 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210601.001 DO - 10.2991/aebmr.k.210601.001 ID - Wang2021 ER -