Analysis of Market Positioning and Brand Competitiveness of Starbucks and Luckin Coffee in China
This paper analyses the positioning and brand competitiveness of Starbucks and Luckin Coffee in the Chinese market. It begins by outlining the current situation of the Chinese coffee market and discussing consumer behavior and market trends. The growing preference for coffee culture among young, urb...
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/28/shsconf_dsm2024_04006.pdf |
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