三只松鼠公司的电子商务营销策略研究内 容 摘 要如今互联网发展迅猛，每个人的生活都无法脱离互联网，这促进了电子商务成为我国新的商业模式。企业通过电子商务的形式进行销售活动能减少了成本的投入，提升了自身的竞争能力，因而为企业带去了无可估量的利益。随着国内经济和消费水平提升，人们对休闲、慢节奏的需求逐渐变大，零食业规模呈快速发展趋势，三只松鼠作为休闲食品电商中的佼佼者，占据着重要位置，是电子商务的代表性企业。几年来各类休闲食品电商涌现，三只松鼠面临的竞争越来越大，想要在日益激烈的市场竞争中保持优势，必须要及时完善电子商务营销策略。本文基于电子商务营销策略的视角，就三只松鼠电子商务营销现状进行 SWOT 分析和 PEST 分析，较为客观地分析了公司的优势和劣势，针对其再围绕产品、价格、渠道、促销四大营销组合策略对三只松鼠公司营销策略提出优化建议，期望能给三只松鼠公司以及类似的其他食品电商提供一些营销策略的启示。关键词：电子商务；营销策略；策略优化IResearch on E-commerce Marketing Strategy of Three SquirrelAbstractNowadays, with the rapid development of the Internet, everyone's life can not be separated from the Internet, which promotes e-commerce to become a new business model in China. Through the form of e-commerce sales activities can reduce the cost of investment, improve their competitiveness, and thus bring immeasurable benefits to the enterprise. With the improvement of domestic economy and consumption level, people's demand for leisure and slow pace is gradually increasing, and the scale of snack industry shows a rapid development trend. As the leader of snack food e-commerce, Three Squirrels occupy an important position and are the representative enterprises of e-commerce. In recent years, all kinds of leisure food e-commerce have emerged, and the competition among the three squirrels is growing. In order to maintain an advantage in the increasingly fierce market competition, we must timely improve the e-commerce marketing ...
