新零售背景下三只松鼠营销策略组合及其借鉴研究

新零售背景下三只松鼠营销策略组合及其借鉴研究摘要：随着我国整体经济水平的提高和科学技术不断发展，在2016年，这种新型零售商依靠互联网平台，利用大数据、人工智能等先进技术手段，优化商品生产、销售与流通过程，进而优化整个供应链的流通，并巩固了在线物流、物流、物流等新兴的零售模式诞生了。在这种背景下，三只松鼠作为我国休闲食品界的翘楚，面对新零售的挑战，又该如何应对呢？本文通过对国内外新零售模式的研究，对新零售背景下三只松鼠的营销策略进行分析。总结出目前三只松鼠存在品牌知名度下降、营销渠道单一、食品安全问题频发、过度依赖天猫、京东等线上渠道等问题。针对这些问题，本文提出了进行产品升级、增设直播团队在各大社群抢占流量端口、加快布局线下渠道进行全渠道营销、完善公司制度，加大食品安全监管力度、吸纳培养营销人才等策略，还提出了利用大数据分析和消费者同理心，对产品制作、包装等进行升级，进行个性化营销，满足消费者情感需求和增加用户黏性，以促进三只松鼠能更好地拥抱新零售时代，实现长足、稳健发展。关键词：三只松鼠；新零售：全渠道营销：大数据Research on the three squirrels'marketing strategy mix and its reference inthe context of new retailAbstract With the improvement of my country's overall economic level and thecontinuous development of science and technology,in 2016,this new type of retailer relies onthe Internet platform,and uses advanced technological means such as big data and artificialintelligence to optimize the process of commodity production,sales and circulation,and thenoptimize the entire process.The circulation of the supply chain and the consolidation ofonline logistics,logistics,logistics and other emerging retail models were born.In this context,three squirrels,as a leader in my country's snack food industry,how should they deal with thechallenges of new retail?This paper analyzes the marketing strategies of the three squirrels in the context of newretail through the research on new retail models at home and abroad.It is concluded that thecurrent three squirrels have problems such as declining brand awareness,single marketingchannels,frequent food safety problems,and excessive reliance on online channels such asTmall and.In response to these problems,this paper proposes strategies such asupgrading products,setting up live broadcast teams to seize traffic ports in majorcommunities,accelerating the layout of offline channels for omni-channel marketing,improving company systems,increasing food safety supervision,and absorbing and trainingmarketing talents.It also proposed to use big data analysis and consumer empathy to upgradeproduct production,packaging,etc.,and carry out personalized marketing to meet consumeremotional needs and increase user stickiness,so as to promote the three squirrels to embracenew retail more happily.times,to achieve long-term and steady development.Key words:Three squirrels;new retail;omni-channel marketing;big data目录第1章绪论…1.1选题背景与研究意义1.2研究内容与研究方法.2第2章理论基础与文献综述….32.1理论基础.….32.2文献综述….4第3章新零售背景下三只松鼠营销策略分析.63.1基于大数据，与消费者深度接触.63.2打造极致体验，实现口碑营销…63.3实现线上线下联动发展.73.4打造P,传播企业文.8第4章新零售背景下三只松鼠营销策略主要存在的问题.94.1过渡依赖天猫京东平台。94.2新零售其他营销渠道投入不够.….94.3食品安全问题104.4产品同质化严重.10第5章新零售背景下三只松鼠营销相关建议115.1线上线下多渠道协同发展.115.2全渠道营销115.3完善公司管理制度，加强食品安全监控.125.4创造更多真实体验，用个性化吸引消费者12第6章总结13致谢.14参考文献.…5西南科技大学李科生毕业设计（论文）第1章绪论1.1选题背景与研究意义一、选题背景近年来随着社会经济发展跟大家消费观念的变化，2016年10月13日，阿里在杭州市云起座谈会上初次明确提出“新零售”的概念，感觉将来20年没电子商务物流，仅有新零售。下面，在我国将颁布《供给侧结构性改革》《关于推动实体零售创新转型的意见》等有关政策，为新零售发展给予服务保证。在我国政策的支持下，新零售商业圈在中国如潮水般层出不穷，身心健康身体健康发展。阿里、腾讯官网、京东、苏宁易购等互联网巨头易购。相继投入市场攻占新零售市场，创建盒马生鲜超市、天天鲜、无人自助超市、苏宁店、苏生鲜配送等。哪怕是永辉、物美超市、沃尔玛超市等其他零售商也公布永辉生活、商场种等分一杯羹。现阶段，