This study investigated customers why they purchase Luixing Coffee by analyzing effectiveness of product, price, distribution channel, promotion, and packaging as independent variables, and customer satisfaction and brand-switching behavior as dependent variables. The purpose was to verify the impact of Luixing"s five marketing strategies on customer satisfaction and brand-switching behavior. Luixing Coffee has achieved a successful marketing strategy in countering Starbucks. This study aims to examine how the brand transformation occurred through the analysis of each marketing strategy. A survey was conducted with consumers who have purchased Luixing Coffee in Shanghai, China, through online over one week. Finally, data were collected for analysis, with a sample size of 400. Data analysis was performed using SPSS. The results of this study indicated that the five marketing strategies of product, price, distribution channel, promotion, and packaging had a positive impact on customer satisfaction and brand-switching behavior. The most impactful element among the marketing strategies for brand switching was the promotional strategy. The factor that had the greatest impact on satisfaction was the pricing strategy.