三只松鼠营销策略研究.降重三只松鼠营销策略研究.pdfVIP

1 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 Abstract With the continuous improvement of national income level in China, the purchasing power of residents increases, and the consumption structure changes from living consumption to hedonic consumption. People are willing to pay more for snacks and are increasingly turning their attention to more nutritious foods. Healthy snacks. To this end, this paper takes three squirrels as an example, and makes use of various channels such as libraries and electronic periodicals to extensively consult domestic and foreign research literature on three squirrels marketing strategies, and expounds the brief introduction of three squirrels, the main marketing strategies adopted and the advantages of three squirrels marketing. Combined with the questionnaire survey method, the marketing problems of the three squirrels are analyzed. Finally, in view of the existing problems, the marketing strategies of the three squirrels are proposed. Keywords: three squirrels; marketing strategy; online marketing 1 1 目 录 摘要1 Abstract 1 1 导论1 1.1 研究背景及意义1 1.2 国内外文献综述1 1.2.1 国外研究现状1 1.2.2 国内研究2 2 营销策略的相关理论2 2.1 营销策略的概念2 2.2 营销策略理论3 3 三只松鼠的营销现状分析3 3.1 三只松鼠简介3 3.2 三只松鼠的营销策略分析4 3.2.1 网络营销策略4 3.2.2 品牌定位策略4 3.2.3 极致服务策略4