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紧抓泛消费群体的猎奇心理，2023年 9月4日早，瑞幸咖啡和贵州茅台联名推出新品“酱香拿铁”，在瑞幸全国门店上线，一并推出的还有包含茅台经典元素的联名杯套、纸袋和贴纸。本案例以此次联名为例，通过资料查阅、SWOT分析，以理论与数据相结合的方式，分别对瑞幸咖啡和贵州茅台目前发展的优势和劣势进行分析，证明联名营销的有效性。结合社会交换理论，浅析网络平台在“酱香拿铁”推广中的重要作用。最后结合“酱香拿铁”的爆红，分析整合营销理论在中国的本土化实践。

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紧抓泛消费群体的猎奇心理，2023年 9月4日早，瑞幸咖啡和贵州茅台联名推出新品“酱香拿铁”，在瑞幸全国门店上线，一并推出的还有包含茅台经典元素的联名杯套、纸袋和贴纸。本案例以此次联名为例，通过资料查阅、SWOT分析，以理论与数据相结合的方式，分别对瑞幸咖啡和贵州茅台目前发展的优势和劣势进行分析，证明联名营销的有效性。结合社会交换理论，浅析网络平台在“酱香拿铁”推广中的重要作用。最后结合“酱香拿铁”的爆红，分析整合营销理论在中国的本土化实践。

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中国经管实验教学案例平台

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