企业网络营销策略--以三只松鼠为例目录目录........................................................I摘要............................................................3Abstract.................................................................4第1章绪论....................................................51.1选题的目的和意义................................51.2国内外的研究现状及发展趋势.............51.3研究方法...............................................51.3.1文献研究法..........................................................................................................51.3.2定性分析法..........................................................................................................51.3.3理论与实际相结合..................................................................................................6第2章三只松鼠网络营销现状分析...............72.1网络营销基础理论..............................72.2三只松鼠简介.....................................72.3三只松鼠网络营销渠道........................8第3章三只松鼠网络营销存在的问题...........93.1品牌宣传渠道单一..............................93.2售后服务体系不完善..........................93.3客户群体单一，营销方式存在缺陷...93.4广告宣传缺乏新意..............................9第4章三只松鼠网络营销的对策建议.........114.1增强品牌实力...................................114.2完善售后服务...................................114.3营销模式创新...................................124.4多样化广告推广................................12结论..........................................................13参考文献................................................14致谢.................................................................................................................................................15I摘要随着信息和网络电子商务应用步伐的加快，社会已进入网络经济时代。在如今市场竞争规划、经济增长方式发生深刻变化的这一现实情况之下，采用何种网络营销策略，整合企业资源提升营销效率是当前大多数企业面临的问题。在互联网背景下，中小企业迅猛发展，营销手段也从传统的营销转向网络营销，以三只松鼠为例，通过网络营销方式迅速占领市场，但是随着我国经济新常态下行趋势的发展和其他零食品牌商的迎头追赶，三只松鼠网络营销暴露出了越来越多的问题，因此有必要研究三只松鼠的网络营销问题，为其提供建议对策促进其发展。本文的主要工作如下：基于当前三只松鼠网络营销的现状和困境，在网络营销理论的基础上，提出三只松鼠网络营销策略的完善方案，以期为三只松鼠营销提供些许帮助，并进一步促进其他品牌食品的网络营销发展。关键词：三只松鼠；网络营销；营销策略2AbstractWiththeaccelerationoftheapplicationofinformationandnetworkelectroniccommerce，thesocietyhasenteredtheeraofnetworkeconomy.Underthecircumstanceofmarketcompetitionplanning，economicgrowthmodeandprofoundchangesinsociallifestyle，whatkindofnetworkmarketingstrategyshouldbeadoptedtointegrateenterpriseresourcesandimprovemarketingefficiencyistheproblemmostenterprisesarefacingatpresent.Underthebackgroundofinternet，smallandmedium-sizedenterprisesaredevelopingrapidly，andmarketingmeansarealsochangingfromtraditionalmarketingtonetworkmarketing.Takingthreesquirrelsasanexample，themarketisoccupiedrapidlythroughnetworkmarketing.However，withthedevelopmentofthenewnormaldownwardtrendofoureconomyandthecatch-upofotherZerofoodbrands，moreandmoreproblemshavebeenexposedinthenetworkmarketingofthreesquirrels.Therefore，itisnecessarytostudythem.Tostudytheo...
