三只松鼠的网络品牌营销分析.docVIP

PAGE PAGE 17 三只松鼠的网络品牌营销分析 摘要：随着互联网的迅速发展，网络购物以快捷方便，价格便宜，节省时间迅速吸引消费者，网络购物已经成为了我们生活中的一部分，网络购物作为一种新兴的购物方式，在给消费者带来便利的同时，也对网络品牌的要求越来越“完整”。在这个信息爆炸，网络店铺井喷的时代，如何建立起自己的品牌形象已经成为了在众多的商家中脱颖而出的关键。但再次同时众多商家忽视品牌建设，将事业中心放在了跑量跑单上，他们在销售中的品牌意识严重缺乏，同时也缺乏打造品牌的实力和“识力”。于是众多淘宝店家再经过辉煌的爆款后，渐于平庸，被消费者所遗忘，对比于许多大品牌如宝洁，联合利华，达能等来看，是完全没有品牌意识，而三只松鼠在三年不到时间就实现了年销售额突破10亿元的大关，成为了业界的标杆，他可以取得如此傲人的成绩，居功于他的品牌建设和品牌维护。随着三只可爱的小松鼠的形象广泛的流传在70 80 90后的社交中，其品牌就是在逐渐壮大，逐渐“完美”.本文对于三只松鼠的品牌建设进行分析，并对其提出自己的见解，希望可以对之后商家建立自己的品牌知名度带来一定的借鉴！ 关键词：三只松鼠、品牌建设、品牌意识、网络营销 Analysis of Three Squirrels Network Brand Marketing Abstract: With the rapid development of the Internet, online shopping to fast and convenient, cheap, save time to quickly attract consumers, online shopping has become part of our lives, online shopping as a new way of shopping, to bring to consumers Convenient at the same time, but also the requirements of the network brand more and more complete. In this information explosion, the era of online shop blowout, how to build their own brand image has become a number of businessmen in the key to stand out. But again at the same time many businesses ignore the brand building, the business center on the running run on a single, they are in the sales of a serious lack of brand awareness, but also the lack of brand strength and knowledge. So many Taobao shop and then through the brilliant burst of money, gradually mediocre, consumers are forgotten, compared to many big brands such as Procter Gamble, Unilever, Danone, etc., is completely no brand awareness, and three squirrels in Three years less than the time to achieve the annual sales of more than 1 billion yuan mark, has become the industry benchmark, he can achieve such impressive results, due to his brand building and brand maintenance. With the image of three lovely little squirrels widely circulated in the social after 70 80 90, the brand is gradually growing, gradually perfect this article for three squirrels brand building analysis, and its own View, hope th