三只松鼠股份有限公司营销策略研究

发布时间：2018-02-04 05:44

本文关键词： 食品业电商营销策略品牌建设　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在蓬勃发展的互联网经济时代,人们的物质水平已经不知不觉发生了质的改变。我国为加速电子商务的健康成长,出台了“互联网+”行动计划。这一计划的实施,不仅拓宽了互联网企业的市场规模,更使得众多传统企业打破原有商业模式,积极寻求应用电子商务营销模式的转型。在新的时代和新的机遇下,创建于2012年的三只松鼠股份有限公司,以耳目一新的营销手段和独特的定位,迅速占领了互联网休闲食品市场的巨大份额。本文对三只松鼠股份有限公司的经营现状进行总结,对其营销环境进行多角度分析,剖析企业在营销过程中所存在的问题,以设计适应发展的营销策略,为其保驾护航。通过对该企业经营现状的总结,可以看出整个食品行业内部存在强烈的竞争行为,同时伴随着食品安全的隐患。因此,三只松鼠公司应当加强与食品检测部门的合作,并将结果及时公布给消费者,起到模范带头的作用,这是企业拓展营销市场的一次绝佳机会。通过对该企业所处营销环境的分析,可以看出企业在销售工作、广告宣传、渠道拓展、市场战略、内部营销管理等方面仍有待加强。三只松鼠公司若想继续在食品电商行业独占鳌头,需要提高在本行业的观察力和洞察力,并根据社会经济的发展趋势进行重新定位。持续研发技术,适时升级产品,注重产品检测,改进营销方式,以符合现实需求。本文对三只松鼠公司进行了SWOT分析,结果表明在外部因素的威胁下,三只松鼠公司需要从企业内部出发,严格把控产品品质,将产品安全为主旨,使顾客能够安心购、放心购。企业想要彻底解决劣势因素,就要完善整个销售环节,加强对员工系统化的培训,不断丰富企业文化内涵。SWOT组合策略分析结果显示,三只松鼠公司在未来的发展应当选择WO组合模式进行营销。公司应当充分发挥品牌优势,强化定位,以成功的线上营销策略为基础,加速实体店面的建设,开展线上向线下延展的模式,提高公司的综合实力。与此同时,品牌要勇于创新,不断升级,提高品牌的软实力。另外,本文采用STP方法对三只松鼠公司进行了分析,结果显示企业应加强食品营销策略创新,注重消费者、产品和市场这三者的关系。通过对三者的准确定位开展有效的营销活动,使消费者认可公司的产品,使产品符合市场要求,使公司在市场上获得更大的占有率。在此基础上,本文提出了在经营模式方面应将网店与实体店相结合,在宣传推广方面应将网络宣传与体验消费相结合,在人才培养方面应当将技术人才与管理人才相结合,在品牌假设方面应当将战略决策与品牌效应相结合的营销组合策略,期望成为该企业在未来发展中的坚实后盾。
[Abstract]:In the era of booming Internet economy, the material level of people has unknowingly undergone a qualitative change. In order to accelerate the healthy growth of e-commerce in China. The implementation of this plan not only broadens the market scale of Internet enterprises, but also makes many traditional enterprises break the original business model. Under the new era and the new opportunity, the three Squirrel Co., Ltd. was founded in 2012, in order to refresh the marketing means and unique positioning. This paper summarizes the management status of three squirrels Co., Ltd., and analyzes its marketing environment from various angles. This paper analyzes the problems existing in the marketing process of the enterprise, designs the marketing strategy to adapt to the development, and provides the escort for the enterprise. Through the summary of the present business situation of the enterprise. It can be seen that there is strong competition in the whole food industry, which is accompanied by the hidden dangers of food safety. Therefore, the three squirrel companies should strengthen their cooperation with the food testing department. And timely release of the results to consumers, play a role of exemplary leadership, this is an excellent opportunity for enterprises to expand the marketing market. Through the analysis of the marketing environment of the enterprise, we can see that the enterprise is working in sales. Advertising, channel expansion, market strategy, internal marketing management and other aspects still need to be strengthened. If the three squirrel companies want to continue to dominate the food e-commerce industry, they need to improve their observation and insight in the industry. And according to the trend of social and economic development to reorient. Continuous research and development of technology, timely upgrading of products, focus on product testing, improve marketing methods. In order to meet the needs of reality, the SWOT analysis of three squirrel companies shows that under the threat of external factors, the three squirrel companies need to strictly control the product quality from within the enterprise. Product safety as the main purpose, so that customers can buy, buy at ease. Enterprises want to thoroughly solve the inferior factors, we must improve the entire sales link, strengthen the systematic training of employees. The analysis of SWOT combination strategy shows that the three squirrel companies should choose WO combination mode for marketing in the future. The company should give full play to its brand advantages. Strengthen positioning, on the basis of successful online marketing strategy, accelerate the construction of physical stores, carry out the line to offline extension model, improve the comprehensive strength of the company. At the same time, the brand should be bold to innovate, constantly upgrade. In addition, this paper uses STP method to analyze three squirrel companies, the results show that enterprises should strengthen the innovation of food marketing strategy and pay attention to consumers. Through the accurate positioning of the three to carry out effective marketing activities to enable consumers to recognize the products of the company, so that the products meet the requirements of the market. On the basis of this, this paper puts forward that we should combine the online store and the physical store in the management mode, and combine the network propaganda with the experience consumption in the aspect of propaganda and promotion. In the aspect of talent training, we should combine technical talents with managerial talents, and combine strategic decision with brand effect in brand hypothesis. Hope to become this enterprise in the future development of solid backing.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.82;F274

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