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Questionnaire on Luckin Coffee's Multi-Channel Promotional Strategies (Shanghai Consumers)
1. How familiar are you with Luckin Coffee's IP co-branding activities (e.g., collaboration with Moutai, Line Friends, Coconut Tree)?
? A. Very unfamiliar (never heard of)
? B. Unfamiliar (heard of but not clear about details)
? C. Slightly familiar (know a little about some activities)
? D. Familiar (know most of the co-branding activities)
? E. Very familiar (know all main co-branding activities and details)
2. To what extent does Luckin Coffee's IP co-branding activities attract you to purchase its products?
? A. Not attractive at all
? B. Slightly unattractive
? C. Neutral (neither attractive nor unattractive)
? D. Slightly attractive
? E. Very attractive
3. How do you evaluate the creativity of Luckin Coffee's IP co-branding products (e.g., co-branded drinks, peripherals)?
? A. Very uncreative
? B. Slightly uncreative
? C. Neutral
? D. Slightly creative
? E. Very creative
4. How often do you participate in Luckin Coffee's price promotion activities (e.g., 9.9 yuan per cup, coupon packages)?
? A. Never
? B. Rarely (less than once a month)
? C. Occasionally (1-2 times a month)
? D. Frequently (1-2 times a week)
? E. Very frequently (more than 3 times a week)
5. How do you evaluate the rationality of Luckin Coffee's price promotion intensity (e.g., discount range, coupon value)?
? A. Very unreasonable (too low discount/too difficult to obtain coupons)
? B. Slightly unreasonable
? C. Neutral
? D. Slightly reasonable
? E. Very reasonable (appropriate discount/easy to obtain coupons)
6. To what extent does Luckin Coffee's price promotion activities increase your purchase frequency?
? A. Not at all
? B. Slightly not
? C. Neutral
? D. Slightly increase
? E. Greatly increase
7. How do you obtain Luckin Coffee's promotional information most often?
? A. Luckin APP/WeChat mini-program push
? B. Social media (Xiaohongshu, Douyin, WeChat Moments)
? C. Offline store posters/clerks' introduction
? D. Friends/colleagues' recommendation
? E. Other channels
8. How convenient is it for you to use Luckin Coffee's digital promotional tools (e.g., APP/mini-program coupons, membership points)?
? A. Very inconvenient (complicated operation, difficult to use)
? B. Slightly inconvenient
? C. Neutral
? D. Slightly convenient
? E. Very convenient (simple operation, easy to use)
9. How satisfied are you with the personalization of Luckin Coffee's digital promotional recommendations (e.g., recommending products based on your purchase history)?
? A. Very dissatisfied
? B. Slightly dissatisfied
? C. Neutral
? D. Slightly satisfied
? E. Very satisfied
10. How often do you participate in Luckin Coffee's offline promotional activities (e.g., in-store flash mobs, trial activities)?
? A. Never
? B. Rarely (less than once a month)
? C. Occasionally (1-2 times a month)
? D. Frequently (1-2 times a week)
? E. Very frequently (more than 3 times a week)
11. How attractive are Luckin Coffee's offline store promotional displays (e.g., posters, product displays) to you?
? A. Very unattractive
? B. Slightly unattractive
? C. Neutral
? D. Slightly attractive
? E. Very attractive
12. How do you evaluate the accessibility of Luckin Coffee's offline promotional activities (e.g., store location, activity time)?
? A. Very inaccessible (hard to reach/unsuitable time)
? B. Slightly inaccessible
? C. Neutral
? D. Slightly accessible
? E. Very accessible (easy to reach/suitable time)
13. To what extent do Luckin Coffee's multi-channel promotional activities enhance your understanding of the brand?
? A. Not at all
? B. Slightly not
? C. Neutral
? D. Slightly enhance
? E. Greatly enhance
14. How likely are you to purchase Luckin Coffee's products because of its multi-channel promotional activities?
? A. Very unlikely
? B. Slightly unlikely
? C. Neutral
? D. Slightly likely
? E. Very likely
15. To what extent do Luckin Coffee's multi-channel promotional activities increase your willingness to repurchase?
? A. Not at all
? B. Slightly not
? C. Neutral
? D. Slightly increase
? E. Greatly increase
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