2018年，“瑞幸咖啡”无疑是咖啡行业最火的品牌，其以“无限场景”为品

2018, "Swiss fortunate coffee" is undoubtedly the hottest brand in the coffee industry, its advertising and marketing "unlimited Scene" brand strategy, relying on the new retail business model, combined with fancy, high degree of recognition of the brand LOGO brand communication quickly approached the public view, the coffee industry has become a dark horse. This article from the brand communication point of view, analysis of Swiss fortunate coffee is the cause fires, the Swiss fortunate coffee as the research object of the paper, theoretical knowledge combined with classroom and a lot of references to the Swiss fortunate coffee brand communication strategy as a breakthrough, in-depth investigations analysis, to provide a reference value for the Swiss fortunate coffee brand in the choice of future communication strategies. <br>Fortunately, the Swiss coffee brand relying on the use of APP, while attracting a large number of customers, there are also many drawbacks, making consumers Fortunately for the Swiss coffee brand loyalty and reputation is open to question. We can see from the analysis of the survey results of the questionnaire, which is a common problem for these problems identified, we can propose corresponding solutions and measures to improve the Swiss coffee fortunate moment in a certain extent on the existence of problems, improve consumer fortunate Swiss coffee brand loyalty and reputation, and lay a solid foundation for long-term development of the Swiss fortunate coffee. Fortunately expect Swiss coffee brand can continue to spread to more consumers in the coffee industry, providing consumers with the physical and emotional needs, as more consumers bring a better user experience. <br>Keywords: brand communication; market positioning; transmission; brand strategy

In 2018, "Ruiyu Coffee" is undoubtedly the hottest brand in the coffee industry, its "infinite scene" as the brand strategy, relying on the new retail operation model, combined with fancy advertising marketing, highly recognized brand LOGO brand communication, quickly approaching the public view, become a dark horse in the coffee industry. This paper mainly from the perspective of brand communication, analysis of the reasons for the fire of Ruiyu coffee, The Swiss-Yu Coffee as the research object of the thesis, combined with the theoretical knowledge in the classroom and a large number of references to the Swiss Coffee brand communication strategy as a breakthrough, to carry out in-depth investigation and analysis, For the Swiss coffee brand in the future communication strategy selection to provide a certain reference value.<br>Ruiyu coffee brand relying on the use of APP, in a large number of customers, there are many disadvantages, so that consumers for the Swiss coffee brand loyalty and reputation is open to discussion. From the analysis of the results of the questionnaire, we can see that these problems are widespread, in response to the findings of these problems, we can correspondingly put forward solutions and countermeasures, to a certain extent to improve the current problems of Ruiyu Coffee, improve consumer loyalty and reputation of the Swiss Coffee brand, For the long-term development of Ruiyu coffee to lay a solid foundation. We look forward to the brand of Ruiyu Coffee can continue to spread in the coffee industry to more consumers, to provide consumers with physiological and emotional needs, for more consumers to bring a good user experience.<br>Keywords: brand communication; market positioning; communication channel; brand strategy

In 2018, "Ruixing coffee" is undoubtedly the most popular brand in the coffee industry. It takes "infinite scenes" as its brand strategy, relies on the new retail operation mode, combines fancy advertising marketing and highly recognized brand logo to carry out brand communication, quickly approaches the public vision and becomes a black horse in the coffee industry. This paper mainly analyzes the reasons for the fire of Ruixing coffee from the perspective of brand communication, takes Ruixing coffee as the research object of this paper, combines the theoretical knowledge in the classroom and a large number of references, takes Ruixing coffee brand communication strategy as a breakthrough, and carries out in-depth investigation and analysis, so as to provide certain reference value for Ruixing coffee brand in the future communication strategy selection.<br>Relying on the use of app, Ruixing coffee brand not only attracts a lot of customers, but also has many disadvantages, which makes the loyalty and reputation of Ruixing coffee brand to be discussed. From the analysis of the results of the questionnaire survey, we can see that these problems are common. In view of the problems found, we can put forward corresponding solutions and Countermeasures to improve the current problems of Ruixing coffee to a certain extent, improve the loyalty and reputation of consumers to Ruixing coffee brand, and lay a solid foundation for the long-term development of Ruixing coffee Foundation. It is expected that Ruixing coffee will continue to spread to more consumers in the coffee industry, provide physiological and emotional needs of consumers, and bring better user experience to more consumers.<br>Key words: brand communication; market positioning; communication channels; brand strategy