三只松鼠的 4R 营销战略分析 摘要在网络经济蓬勃发展的时代，人们的物质生活水平发生了潜移默化的变化。为了加快电商行业的顺利发展，我国开始推进名为“互联网+”的战略计划。在此计划的发展落实下，以互联网为主要阵地的企业拥有了日益扩大的线上市场规模，依照传统方式发展的企业不得不尝试在经营模式上取得突破，转而通过探索电子商务及其新型营销模式来抓住机会、获得发展。本文在总结论述三只松鼠公司现今经营情况的同时，发现其所在行业业内竞争十分激烈，在食品安全方面有各种隐患，在对客户进行合理管理方面亦需加强。在这种情况下，要拓展业务，三只松鼠公司首先必须重视对食品的检测，可通过与相关部门进行合作，将结果进行公示，在业内起领导带头作用。从其营销的具体环境来看，公司有必要在统筹客户、发布广告、销售产品、开发新渠道、部署市场战略以及对内部营销的管理等方面发展进步。三只松鼠要想继续主宰食品电子商务产业，就需要加强对食品电子商务产业的观察和洞察，根据社会经济的发展趋势重新定位。不断研发技术，及时升级产品，注重产品检测，改进营销手段，满足实际需要。品牌必须有创新的勇气，不断升级，增强品牌的实力。关键词: 食品业，电商，营销策略 AbstractIn the era of vigorous development of network economy, people's material living standard has changed imperceptibly. China has released an "Internet plus" action plan to speed up the smooth development of the e-commerce sector. The implementation of the plan not only expands the market scale of Internet enterprises, but also makes many traditional enterprises break the original business model, actively seek to apply the transformation of e-commerce marketing model, and seek new opportunities in the new era.In this paper, through the summary of the business status of the enterprise, there is fierce competition in the food industry, but also accompanied by food safety risks and customer management. Therefore, the three squirrels company should strengthen cooperation with the food testing department, and timely release the results to consumers,...
