三只松鼠营销策略分析

哈尔滨理工大学学士学位论文

三只松鼠营销策略分析

摘 要

现如今，全球经济发展已经进入了网络经济时代，互联网已遍布全球，人们的生活随着互联网的进入发生了翻天覆地的变化。国家出台“互联网＋”行动计划，促进电子商务、工业互联网和互联网金融（ITFIN）健康发展，引导互联网企业拓展市场，商业模式革新，电子商务随着网络迅猛发张起来。互联网以其独特的优势与凝聚路，吸引着大量传统企业改变其原有的商业模式，从事网络销售。再这样的环境与机遇下，三只松鼠2012年异军突起，以其独特新颖的营销方式迅速占领了国内电子商务食品市场很重要的份额，成为坚果市场的排头兵。

本文为了达到以下研究目的：一是了解我国目前电商行业环境；而是了解三只松鼠能在众多食品品牌大佬中杀出重围的原因；三是通过对三只松鼠公司营销的案例分析，指出三只松鼠公司营销中的不足，并提出相应的发展策略，促进三只松鼠的持续发展；四是通过研究不仅指出三只松鼠的成功所在，更为其他企业的营销提供参考建议。

本文通过对三只松鼠营销环境的分析，现在的营销状况，营销过程中存在的问题以及解决问题的建议几部分队三只松鼠的营销进行了分析。其中对于三只松鼠定位于纯线上销售、情感营销、体验营销、市场定位、生产管理、竞争情况等方面进行了详细的分析，并对发现的问题提供了解决方案，为三只松鼠公司的进一步发展提供参考，并且给于其他企业借鉴。 关键词 电子商务；三只松鼠；营销策略；市场营销

- I -

哈尔滨理工大学学士学位论文

Marketing strategy analysis of three squirrels

Abstract

Today, the global economy has entered the era of the Internet economy, Internet has been around the world, people's lives as the Internet entered the earth-shaking changes. State promulgated the \promote e-commerce, the Internet industry and Internet banking (ITFIN) healthy development, and guide enterprises to expand the Internet market, business model innovation, with the e-commerce network Send a rapidly up. Internet with its unique advantages and cohesion road, attracting a large number of traditional companies to alter their business model in network marketing. Today, Taobao has become China's first e-commerce platform, the paper relies on Taobao established electricity supplier brands - three squirrels, for example, to analyze the development of Internet marketing strategies and problems, and I hope today's \context of e-commerce into the category of advice having meaningful reference.

The in order to achieve the following goals: one is to understand China's current electricity supplier industry environment; but the understanding of three little squirrels can in many food brand chiefs deus ex; three is through case studies on the three squirrels company marketing, points out three squirrels company marketing problems, and put forward the corresponding development strategy and promote the sustainable development of the three squirrels; fourth, through the research not only points out that the success of the three squirrels, but also provides reference for other enterprises in the marketing.

- II -

哈尔滨理工大学学士学位论文 In this paper, through the analysis of three squirrels marketing environment, now the marketing situation, marketing problems existing in the marketing process and suggestions to solve the problem of a few unit three squirrels were analyzed. Which for the three squirrels positioning in pure online sales, emotional marketing, experience marketing, market positioning, production management, competition and so on were detailed analysis and to the problem of finding provides solutions, for the further development of the three squirrels company to provide reference and for other enterprises reference.

Keywords：Electronic commerce; three squirrels; marketing strategy; marketing

- III -

哈尔滨理工大学学士学位论文 目 录

摘要 ........................................................... I Abstract ...................................................... II

目 录 ........................................................ IV 第1章 绪论 .................................................... 6 1.1 论文研究背景 ............................................. 6 1.2 论文相关理论基础 ......................................... 7 1.2.1 情感营销 ............................................. 7 1.2.2 体验营销 ............................................. 7 1.2.3 PEST分析模型 ........................................ 8 1.3 研究的目的与意义 ......................................... 9 1.3.1 研究的目的 ........................................... 9 1.3.2 研究的意义 .......................................... 10 第2章 三只松鼠营销环境分析 ................................... 11 2.1 电商企业市场环境分析 .................................... 11 2.2 三只松鼠宏观环境分析 .................................... 11 2.2.1 人口环境 ............................................ 11 2.2.2 经济环境 ............................................ 13 2.2.3 自然环境 ............................................ 14 2.2.4 社会文化环境 ........................................ 14 2.3 三只松鼠微观环境分析 .................................... 15 2.3.1 供应商 .............................................. 15 2.3.2 营销中介 ............................................ 15 2.3.3 顾客 ................................................ 15 2.3.4 公众 ................................................ 15 2.3.5 行业内的竞争者 ...................................... 15 第3章 三只松鼠的营销现状分析 ................................. 16 3.1 三只松鼠企业简介 ........................................ 16 3.1.1 三只松鼠公司简介 .................................... 16 3.1.2 企业发展使命 ........................................ 16 3.2 三只松鼠公司营销策略分析 ................................ 17 3.2.1 情感营销策略 ........................................ 17 3.2.2 体验营销策略 ........................................ 20 3.3 三只松鼠公司营销存在的问题分析 .......................... 22

- IV -

哈尔滨理工大学学士学位论文 3.3.1 纯互联网销售，线下市场份额被抢 ...................... 22 3.3.2 代工模式管理漏洞，爆发食品安全问题 .................. 23 3.3.3 供应链不稳定，供货危机多发 .......................... 23 3.3.4 公司制度不完善，管理层缺乏管理经验 .................. 23 第4章 对三只松鼠经营策略改进建议 ............................. 25 4.1 拓广销售渠道，增加市场份额 .............................. 25 4.1.1 开发线下市场，线下线上相结合 ........................ 25 4.1.2 预测消费需求，抢占未来市场 .......................... 25 4.2 加强品牌营销，突出品牌独特性 ............................ 25 4.2.1 深化网络平台运用，扩大影响范围 ...................... 25 4.2.2 加大动漫营销 ........................................ 26 4.3 完善企业管理 ............................................ 26 4.3.1 加强代工模式管理保证产品质量 ........................ 26 4.3.2 完善公司规章制度 .................................... 26 结论 .......................................................... 28 致谢 .......................................................... 29 参考文献 ...................................................... 30 附录A ........................................................ 31 附录B ........................................................ 37

- V -

本文来源：https://www.bwwdw.com/article/h9ot.html