摘 要随着“互联网+”和大数据的发展，人们对于生活的要求也越来越高，也萌生了许多的互联网零售企业，他们的营销策略与传统的营销方式完全的不同，他们没有一级又一级的中间商与代理商，能够实现商品从生产直接到消费者手中。这也使很多的企业在这中间获得了很大的利润。但是随着时间的推移，越来越多的人加入了这个市场，市场逐渐的趋于饱和状态。许多的企业开始降低价格，导致企业慢慢的消失在大众的眼中。而“三只松鼠”作为互联网休闲食品中销量最高的企业之一，它是如何进行营销的，又是如何保持行业的领先地位呢？本文主要是在了解了网络营销的概述后，对“三只松鼠”的网络营销进行分析，在这样的条件下“三只松鼠”通过紧抓顾客体验，即市场细分化、产品品牌化、物流智能化、服务贴心化、信息追溯化来抓住顾客。从而得出产品品牌化对企业具有重要的作用和基于大数据提供个性化服务以及完善渠道建设，提升竞争力的启示。在这个基础上对“三只松鼠”提出：扩大销售目标、增加主营产品，利用信息化技术、完善渠道建设，保质保量、提供定制化服务的建议。关键词：“三只松鼠”；网络营销；客户AbstractWith the development of "Internet +" and big data, people's requirements for life are becoming higher and higher, and many Internet retail companies have sprung up. Their marketing strategies are completely different from traditional marketing methods. First-level intermediaries and agents can realize the direct production of goods from consumers. This has also enabled many companies to make great profits in the middle. But as time went on, more and more people joined the market, and the market gradually became saturated. Many companies began to lower prices, causing companies to slowly disappear in the eyes of the public. And "Three Squirrels", as one of the top-selling companies in Internet snack food, how does it market and how does it maintain its leading position in the industry? This article mainly analyzes the online marketing of "Three Squirrels" after understanding the overview of online marketing...
