电商时代下的文化营销策略研究——以瑞幸咖啡为例

作     者：谢雨欣 

作者机构：贵州大学哲学学院贵州 贵阳 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2025年第14卷第1期

页      面：1966-1971页

学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学] 

主　　题：文化营销 电商时代 瑞幸咖啡 品牌联名 

摘      要：文化营销作为一种将文化因素融入企业营销的策略,旨在提升产品及服务的附加值,更好地满足消费者精神需求。随着电商经济的蓬勃发展和市场全球化的推进,文化营销成为企业的重要营销策略。目前,我国网民规模庞大,这一显著特征为文化营销开辟了广阔的市场空间。瑞幸咖啡通过精准把握消费者文化需求,巧妙运用文化元素进行品牌塑造和产品推广,成功实施了文化营销策略,实现了品牌价值的提升和市场份额的扩大。本文为电商时代下的文化营销提供了有益的参考和启示。As a strategy to integrate cultural factors into corporate marketing, cultural marketing aims to enhance the added value of products and services and better meet the spiritual needs of consumers. With the vigorous development of e-commerce economy and the advancement of market globalization, cultural marketing has become an important marketing strategy for enterprises. At present, the scale of Internet users in China is huge, which has opened up a broad market space for cultural marketing and contains huge commercial potential and development opportunities. By accurately grasping the cultural needs of consumers and skillfully using cultural elements to build brands and promote products, Luckin Coffee has successfully implemented cultural marketing strategies and realized the improvement of brand value and the expansion of market share. This paper provides a useful reference and inspiration for cultural marketing in the era of e-commerce.