“三只松鼠”营销策略研究.pdf

摘 要 随着我国市场经济的发展，人民生活水平不断的提升，繁荣的经济带来了各 个行业的快速发展，市场竞争也日益激烈化。这对于企业来说是重要的机遇但同 时也需要面临国内外同行业企业的市场竞争，另外互联网科技的快速的发展，在 企业的发展中应用的越来越广泛，通过互联网科技的应用可以更快速更高效的寻 找到目标客户、挖掘潜在客户，在市场竞争中实施营销策略，在市场竞争中实现 经济效益的提升。营销策略的制订在当前我国激烈的市场竞争环境下越来越受到 企业的关注与重视，特别是近年来互联网科技中的大数据、云计算等技术的应用， 让更多的企业重视营销策略制订与实施，更加高效充分的获得潜在客户。近年来， 在互联网交易平台及互联网科技发展的基础上，涌现出一批以互联网科技应用为 基础的商业企业，这些互联网企业利用大数据、云计算实现对客户的识别，让企 业的市场营销策略更加高效的实施，从而促进企业的经济效益提升。 论文以零食零售企业 “三只松鼠”为例，运用文献研究法、案例研究法与问 卷调查法深入研究当前“三只松鼠”营销策略现状。在对其营销策略实施后的数 据进行调查分析中，判断当前企业在营销中存在的问题，并提出一定的建议。通 过对 “三只松鼠”客户及经营者的体验感知进行问卷调查。在研究中发现在 “三 只松鼠”的营销中仍存在着产品体系不完善，网络同类产品同质化严重、价格优 势不明显、渠道相对局限，实体店渠道补充不足和促销策略同质化严重，吸引力 不强的问题。针对这些问题结合营销相关理论基础，提出了丰富产品体系，重视 产品差异化、重视成本控制、加强渠道开发与提升促销力度的建议，旨在为“三 只松鼠”的营销策略提供借鉴与启示。 关键字：营销策略；产品差异；价格；渠道开发 I Abstract With the development of China's market economy and the continuous improvement of people's living standards, a prosperous economy has brought rapid development of various industries, and market competition has become increasingly fierce. This is an important opportunity for enterprises, but it also needs to face market competition from domestic and foreign companies in the same industry. In addition, the rapid development of Internet technology has become more and more widely used in the development of enterprises.The application of Internet technology can be more Quickly and efficiently find target customers, tap potential customers, implement marketing strategies in market competition, and achieve economicbenefits in market competition. The formulation of marketing strategies has received increasing attention and attention from enterprises in the current fierce market competition environment in China. Especially in recent years, the application of big data and cloud computing technologies in Internet technology has made more enterprises pay attention to marketing strategy for