数字经济时代顾客的需求越来越多元、动态，如何更好地识别和管理顾客需求，是企业建立核心竞争力的关键，但很多企业仍然存在需求信号失真、资源配置失衡、线上线下体验割裂等问题。研究顾客需求识别与管理的系统化优化路径，对于企业提高顾客满意度、实现精准营销和可持续发展具有重要的理论意义与现实必要性。

本文以瑞幸咖啡为例，运用Kano模型、QFD（质量功能展开）、用户行为分析等理论与工具进行系统研究。首先，剖析瑞幸在顾客需求识别方面存在的问题；其次，探讨问题成因；最后，针对性地提出以“重构需求收集体系、引入先进分析模型、重塑组织协作流程”为核心的优化方案。通过“问题—原因—对策”的闭环分析，为瑞幸咖啡及其他存在类似问题的企业提供一种兼顾数据与洞察、兼具前瞻性与可操作性的需求管理优化方案。

In the era of the digital economy, customer demands are becoming increasingly diverse and dynamic. How to better identify and manage customer needs is key to establishing core competitiveness for enterprises, yet many still face issues such as distorted demand signals, imbalanced resource allocation, and fragmented online and offline experiences. Studying the systematic optimisation of customer demand identification and management holds significant theoretical value and practical necessity for improving customer satisfaction, achieving precise marketing, and ensuring sustainable development.

This paper takes Luckin Coffee as an example and conducts a systematic study using theories and tools such as the Kano model, QFD (Quality Function Deployment), and user behaviour analysis. Firstly, it analyses the problems Luckin faces in identifying customer needs; secondly, it explores the causes of these problems; and finally, it proposes a targeted optimisation plan centred on 'reconstructing the demand collection system, introducing advanced analytical models, and reshaping organisational collaboration processes'. Through a 'problem-cause-countermeasure' closed-loop analysis, it provides Luckin Coffee and other enterprises with similar issues a demand management optimisation solution that balances data and insight and is both forward-looking and practical.