11摘要随着我国国民收入水平的不断提高，居民的购买力增强，消费结构由生活消费向享乐消费转变。人们愿意花更多的钱买零食，并逐渐把注意力转向更有营养价值的食品。健康的零食。为此，本文以“三只松鼠”为例，利用图书馆和电子期刊等多种渠道，广泛查阅国内外有关三只松鼠营销策略的研究文献资料，对三只松鼠的简介、主要采用的营销策略以及三只松鼠营销的优势等进行阐述。并结合问卷调查法，对三只松鼠的营销问题进行分析，最后针对存在的问题，提出三只松鼠营销策略建议。关键词：三只松鼠；营销策略；网络营销AbstractWiththecontinuousimprovementofnationalincomelevelinChina,thepurchasingpowerofresidentsincreases,andtheconsumptionstructurechangesfromlivingconsumptiontohedonicconsumption.Peoplearewillingtopaymoreforsnacksandareincreasinglyturningtheirattentiontomorenutritiousfoods.Healthysnacks.Tothisend,thispapertakes"threesquirrels"asanexample,andmakesuseofvariouschannelssuchaslibrariesandelectronicperiodicalstoextensivelyconsultdomesticandforeignresearchliteratureonthreesquirrels'marketingstrategies,andexpoundsthebriefintroductionofthreesquirrels,themainmarketingstrategiesadoptedandtheadvantagesofthreesquirrels'marketing.Combinedwiththequestionnairesurveymethod,themarketingproblemsofthethreesquirrelsareanalyzed.Finally,inviewoftheexistingproblems,themarketingstrategiesofthethreesquirrelsareproposed.Keywords:threesquirrels;marketingstrategy;onlinemarketing1目录摘要......................................................................................................................1Abstract................................................................................................................11导论...................................................................................................................11.1研究背景及意义....................................................................................11.2国内外文献综述....................................................................................11.2.1国外研究现状.............................................................................11.2.2国内研究.....................................................................................22营销策略的相关理论.......................................................................................22.1营销策略的概念....................................................................................22.2营销策略理论........................................................................................33三只松鼠的营销现状分析...............................................................................33.1三只松鼠简介........................................................................................33.2三只松鼠的营销策略分析.....................................................................43.2.1网络营销策略.............................................................................43.2.2品牌定位策略.............................................................................43.2.3极致服务策略.............................................................................43.3三只松鼠IP化营销成功的关键............................................................53.3.1品牌定位精准.............................................................................53.3.2口碑营销与体验营销相结合......................................................54三只松鼠营销策略存在的问题.............................
