三只松鼠营销策略研究

三只松鼠营销策略研究摘要伴随着经济发展消费能力，消费者对零食与质量的需要不断增长。在消费者更新和渠道人性化形势下，零食行业更新升级前所未有活跃性，全部行业规模不断扩大。除此之外，电商、数据分析、无人飞机送上门等新技术、新技术实现突破与应用，全产业链总体服务水平大幅提升。在目前环境下，零食行业的突破应该是传统式零食的刷新。应对新行业带来的挑战，三只松鼠营销面临诸多问题。在此背景下，怎么优化三只松鼠的营销战略以激起年青消费者的购买欲，进而扩张三只松鼠在休闲食品市场的市场份额，是当前三只松鼠亟待解决的问题。关键词：三只松鼠；市场营销策略Research on the marketing strategy of the three squirrelsAbstractWith the economic development and the improvement of consumptionlevel,consumers'demand for snacks and quality is growing.Under the trend ofconsumer upgrading and channel personalization,the upgrading and updating of thesnack industry is unprecedentedly active,and the scale of the whole industry isexpanding.At the same time,the breakthrough and application of Internet technologyin new technologies and technologies such as e-commerce,big data analysis and UAVdelivery have greatly improved the service efficiency of the whole industrial chain.Inthe current context,the innovation of the snack industry is a subversion of traditionalsnacks.Facing the challenges brought by the new industry,the marketing of the threesquirrels faces many problems.In this context,how to optimize the marketing strategyof the three squirrels to stimulate the purchase desire of young consumers,so as toexpand the share of the three squirrels in the snack food market,is an urgent problemfor the three squirrels.Key Words:Three squirrels marketing strategy目录言2营销策略相关概念…2.1营销策略定义62.2营销策略特征3三只松鼠营销策略现状分析.…。。ee。3.1公司概况73.2市场环境分析…73.2.1人口环境73.2.2经济环境.…83.2.3自然环境83.2.4社会文化环境..83.3消费心理分析.83.4产品优势分析….93.5营销策略特点分析…93.5.1电商的运作方法。93.5.2直播带货103.5.3线下实体店.3.5.4线上营销广告113.5.5代言人的选择.124三只松鼠营销策略存在的问题及原因分析144.1如何突破坚果类目，趋向于多元化.144.2与其他平台的销售渠道对比.144.3代言人产生的影响.…144.4售后服务对顾客的满意度.155三只松鼠营销策略优化方向建议….165.1注意细节.165.2把顾客当成真正的主人……165.3线下发展销售渠道。165.4加强食品安全性..176结语.18致谢19参考文献…20