瑞幸咖啡会员体系调研问卷

Q1a. 您最近 3 个月内是否购买过瑞幸咖啡？

Have you purchased Luckin Coffee in the past 3 months?

A. 是 (Yes)

B. 否 (No)

Q1b. （对于购买过的用户）您的购买频率大概是？

(For active users) What is your average purchase frequency?

A. 每天 1 杯及以上 (1+ cup per day)

B. 每周 3-6 杯 (3-6 cups per week)

C. 每周 1-2 杯 (1-2 cups per week)

D. 每 2-3 周 1 杯 (1 cup every 2-3 weeks)

E. 每月少于 1 杯 (Less than 1 cup per month)

Q1c. （对于未购买的用户）您最近 3 个月未购买瑞幸的主要原因是？

(For non-active users) What is the main reason you haven't purchased Luckin Coffee in the past 3 months?

A. 习惯购买其他品牌 (Prefer other brands)

B. 减少了咖啡因摄入 (Reduced caffeine intake)

C. 附近没有门店 (No store nearby)

D. 价格因素 (Price issues)

Q2. 您目前的会员状态是？

What is your current membership status?

A. 已开通“瑞王卡”（付费月卡）且正在使用 (Active "Luckin Pro" Paid Member)

B. 曾开通过瑞王卡，现已过期未续 (Former Paid Member, currently expired)

C. 是普通免费会员（注册但未付费） (Basic Free Member)

D. 尚未注册任何会员 (Not a registered member)

第二部分：现有痛点与流失原因 (Part II: Pain Points & Churn Factors)

Q3. 您对瑞幸当前的会员等级（如小鹿粉、大鹿咖）和积分奖励（小蓝豆）的感知是？

What is your perception of Luckin's current tiers (e.g., Fawn Fan, Deer Star) and rewards (Luckin Beans)?

A. 非常关注，会为了升级或赚积分而下单 (Highly engaged; order to level up or earn beans)

B. 知道有等级，但觉得升级后的奖励不吸引人 (Aware of tiers, but rewards are not attractive)

C. 完全不了解，觉得等级和积分没有实际用处 (Unaware/Find tiers and beans useless)

Q4. 在下单时，您最常使用的会员/优惠方式是？

Which benefits/discounts do you use most often? (Multiple choice)

【多选题】

A. 每周9.9元券 (Weekly 9.9 RMB voucher)

B. 社群领取的随机红包 (Random community/group red packets)

C. 积分（小蓝豆）兑换饮品或周边 (Redeeming beans for drinks/merchandise)

D. 瑞王卡专属优惠券 (Exclusive "Pro" vouchers, e.g., 9.9 RMB for any large cup)

E. 不使用任何权益，直接原价买 (No benefits used; pay full price)

Q5. 您认为目前瑞幸会员体系最需要改进的地方是？

What improvements does Luckin's membership system need most? (Multiple choice)

【多选题】

A. 优惠过于单一，除了9.9元没有其他惊喜 (Discounts are too monotonous)

B. 积分（小蓝豆）积累慢，兑换门槛高 (Slow bean accumulation; high redemption threshold)

C. 会员等级形同虚设，高级会员没有特殊待遇 (Meaningless tiers; no perks for high-level members)

D. 缺少与好友互动的社交玩法 (Lack of social/interactive features)

E. 付费会员（瑞王卡）回本困难，权益限制多 (Hard to break even on Pro card; too many restrictions)

Q6. 如果其他咖啡品牌（如库迪、Manner）同样提供9.9元价格，您转向其他品牌的首要原因是？

If other brands (e.g., Cotti, Manner) also offer 9.9 RMB, what would be your primary reason to switch?

A. 对方有更有趣的会员活动/联名 (More interesting membership events/IP collabs)

B. 对方的高端产品线（如SOE）更便宜 (Cheaper premium lines, e.g., SOE)

C. 瑞幸的积分/会员身份不值得我留恋 (Luckin's points/status aren't worth staying for)

D. 纯粹想换个口味 (Just want to try a different taste)

Q7. （针对从未购买瑞王卡或已过期未续的用户）您不购买/不续费瑞王卡的最主要原因是什么？

(For non-Pro or expired users) Why don't you purchase or renew the Luckin Pro card?

A. 月卡费与节省金额不划算，回本困难 (The fee vs. savings isn't worth it; hard to break even)

B. 喝咖啡频率低，用不完权益 (Low consumption frequency; can't use all benefits)

C. 优惠券限制太多（仅限特定饮品/时段） (Too many voucher restrictions)

D. 抽奖、积分等活动实际价值低 (Low perceived value of lucky draws/points)

E. 其他品牌会员更划算 (Other brands offer better value)

第三部分：创新方案测试——瑞王卡专属积点制 (Part III: Innovation Testing — Points Accumulation System)

方案说明 (Proposal Details):

普通会员（Basic): 维持“小蓝豆”体系 (Keep Luckin Beans).

付费会员 (Pro): 改为“积点换饮品” (Point-to-Drink system).

小鹿粉 (Entry Pro): 20元积1点，满8点换1杯 (1 pt per 20 RMB; 8 pts = 1 drink).

大鹿咖 (Advanced Pro): 9.9元即积1点，满6点换1杯（含SOE） (1 pt per 9.9 RMB; 6 pts = 1 drink incl. SOE).

升级规则 (Level Up): 开卡即为小鹿粉；消费满10杯自动升级为大鹿咖 (Pro card starts at Entry level; upgrade after 10 cups).

Q8. 相比于现有体系，这种“积点换饮品”制度对您的吸引力如何？

How attractive is this "Point-to-Drink" system compared to the current one?

A. 非常有吸引力 (Very attractive; will join/renew for this)

B. 有一定吸引力，但门槛仍偏高 (Somewhat attractive; threshold still high)

C. 一般，除非降低门槛 (Neutral; need lower threshold)

D. 没兴趣，更看重直接优惠券 (Not interested; prefer direct vouchers)

Q9. 对于“按等级区分积点规则”，您的态度是？

What is your attitude toward "Tier-based point rules"?

A. 非常合理 (Very reasonable; high-level members deserve better perks)

B. 可以接受，但福利差异要足够明显 (Acceptable, but the gap in perks must be significant)

C. 不太合理，应同一规则 (Unreasonable; should be the same for all)

D. 无所谓 (Indifferent)

Q10. 以下哪种额外权益最能激励您持续续费？

Which additional perk would most motivate you to keep renewing?

A. 每月“双倍积点日” (Monthly "Double Points Day")

B. “积点不过期” (Points never expire while membership is active)

C. 邀请好友得积点 (Refer-a-friend to earn 3 points)

D. 连续续费赠送饮品 (Bonus drink for 3 consecutive months of renewal)

Q11. 如果价格不变，但改为“积点制 + 每月2张5折券”，您的续费意愿会改变吗？

If the price stays the same but changes to "Points + 2x 50% off vouchers", your renewal intent would:

A. 明显提高 (Significantly increase)

B. 差不多 (Stay about the same)

C. 反而降低 (Decrease)

D. 不确定 (Unsure)

Q12. 除了积点换饮品，您最希望带给您什么特权？（最多选2项）

Besides points, what other perks do you desire most? (Select up to 2)

【最多选择2项】

A. 高峰期优先制作 (Priority brewing during peak hours)

B. 新品优先试饮权 (Early access to new products)

C. 定制化权益 (Customized perks like exclusive sleeves)

D. 跨界权益 (Cross-industry perks, e.g., Video streaming memberships)

E. “流失召回”大额折扣券 (Deep discounts for inactive periods)