论文总字数：19417字

摘 要

如今，网络的迅猛发展，互联网已经遍布了全球，人们的生活方式也产生了巨大的变化，从国家出台的一系列计划开始，国家已经从促进电子商务出发、或者企业的生产运作、或者互联网金融开始，引导着各企业开始拓展网上市场，营销变革。充分利用互联网的优势：简单、快捷。更多的人们开始参与其中，改变了原有的销售方式，让全球各地已不再有距离。

在此环境和机遇下，2012年，三只松鼠打造了自己特有的品牌，异军突起。以其独有的营销方式和管理风格在国内电子商务休闲食品中得到了霸主地位，成为了坚果市场的领头军。关于这个突然兴起的休闲食品品牌，为何它能在短短的时间内打破营销格局？它与其他企业有何不同？同样是销售坚果的企业，为何它就能做到成功？相信这些，对三只松鼠这一企业的研究有着很高的前景和借鉴意义。

本文通过对三只松鼠营销策略的分析，以及如今的三只松鼠营销状况和运营环境的情况，分别指出了三只松鼠的优势与不足，以及提出了解决问题的建议对三只松鼠做了一个整体的分析。其中，还对三只松鼠的线上营销方式、产品特点、服务策略、品牌营销做了详细的分析，并对三只松鼠的未来的长久发展做了一定的规划，提供参考，也供其他企业借鉴。

关键词：电子商务；三只松鼠；营销策略

Analysis of Marketing Strategy of Three Squirrel E-commerce Companies

Abstract

Today, the rapid development of network, the Internet has spread all over the world, people"s life style also has a huge change, beginning a series of national initiative, countries have set out from promoting the electronic commerce, financial or production operations of the enterprise or the Internet, led companies began to expand online market, marketing changes. Take full advantage of the Internet: simple, quick. More people are getting involved, changing the way they are sold and leaving the world no longer.

In this environment and opportunity, in 2012, the three squirrels built their own unique brand, which was prominent in the military. With its unique marketing style and management style, it has been the dominant position in the domestic e-commerce leisure food, and has become the lead of nut market. About this sudden rise of the leisure food brand, why can it break the marketing pattern in a short time? How is it different from other businesses? Why can it be successful if you"re also a nut seller? It is of great prospect and significance for the research of the three squirrels.

In this paper, through the analysis of three squirrel marketing strategy, and now three squirrel marketing condition and the operating environment, respectively, points out the advantages and problems of three little squirrels, and put forward the Suggestions to solve the problem of three squirrel made an overall analysis. Among them, also for three squirrel, online marketing, product characteristics, service strategy, brand marketing to do the detailed analysis, and the three squirrel"s future development for a long time to do some planning, to provide the reference and also provide reference for the other enterprises.

Key words: E-commerce; Three squirrels; The marketing strategy

目 录

第一章 绪 论 1

1.1研究背景 1

1.2研究目的及意义 1

1.3研究内容及方法 1

1.4论文框架 2

第二章 三只松鼠营销策略相关的文献综述 3

2.1三只松鼠营销策略方面的分析 3

2.2三只松鼠品牌营销方面的研究 4

2.3三只松鼠营销策略所存在的问题 4

第三章 三只松鼠的营销现状 6

3.1背景简介 6

3.1.1公司概况 6

3.1.2企业核心战略 6

3.2三只松鼠的营销策略分析 6

3.2.1情感营销策略 6

3.2.2体验营销策略 8

第四章 三只松鼠营销成功的原因及面临的问题 10

4.1三只松鼠成功的原因 10

4.1.1自营三只松鼠手机app 10

4.2.2布置线下渠道，提高品牌知名度 10

4.2.3品牌综合化、娱乐化 10

4.2三只松鼠面临的问题 11

4.2.1纯线上销售，线下市场短缺 11

4.2.2代工食品管理，事端多发 11

4.2.3供应链不稳定，积压产品严重 11

第五章 三只松鼠营销策略对策建议 12

5.1扩展销售渠道，实现线上线下相结合 12

5.2预测目标消费群 12

5.3品牌营销，突出品牌特性 12

5.4企业管理 13

结 论 14

致 谢 15

参考文献（References） 16

第一章 绪 论

1.1研究背景

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