ABSTRACT
Luckin Coffee was listed in the US after only 18 months of existence and was subsequently asked to delist after falsifying financial and sales figures. But now Luckin Coffee has turned a loss into a profit. There has been research in theory on Luckin Coffee's marketing strategy and risk management, but there is still a gap in research on the news media placement strategy in Luckin Coffee's “financial fraud” PR. Therefore, through literature analysis, this paper hopes to analyse research and understand how companies can solve their image crisis based on the case of Luckin Coffee. After the analysis in this paper, Luckin Coffee is not considered successful in this PR crisis. But it provides some inspiration for the practices of companies facing an image crisis. When facing a crisis, companies should follow the 5s principle of public relations and all companies should take the initiative to take responsibility. They should take the initiative to contact the media, communicate with the public as soon as possible, explain the facts and promote mutual understanding. More attention should be paid to dealing with crises in a timely manner to avoid negative news spreading rapidly and bringing a negative image to the company. Companies can also change the negative image through a corporate patriotic culture. In terms of marketing strategies, the original characteristics of the brand should be seized to stabilise old users, build up the brand image and attract new customers.
