本文關(guān)鍵詞： 食品業(yè) 電商 營銷策略 品牌建設(shè)　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在蓬勃發(fā)展的互聯(lián)網(wǎng)經(jīng)濟(jì)時代,人們的物質(zhì)水平已經(jīng)不知不覺發(fā)生了質(zhì)的改變。我國為加速電子商務(wù)的健康成長,出臺了“互聯(lián)網(wǎng)+”行動計劃。這一計劃的實(shí)施,不僅拓寬了互聯(lián)網(wǎng)企業(yè)的市場規(guī)模,更使得眾多傳統(tǒng)企業(yè)打破原有商業(yè)模式,積極尋求應(yīng)用電子商務(wù)營銷模式的轉(zhuǎn)型。在新的時代和新的機(jī)遇下,創(chuàng)建于2012年的三只松鼠股份有限公司,以耳目一新的營銷手段和獨(dú)特的定位,迅速占領(lǐng)了互聯(lián)網(wǎng)休閑食品市場的巨大份額。本文對三只松鼠股份有限公司的經(jīng)營現(xiàn)狀進(jìn)行總結(jié),對其營銷環(huán)境進(jìn)行多角度分析,剖析企業(yè)在營銷過程中所存在的問題,以設(shè)計適應(yīng)發(fā)展的營銷策略,為其保駕護(hù)航。通過對該企業(yè)經(jīng)營現(xiàn)狀的總結(jié),可以看出整個食品行業(yè)內(nèi)部存在強(qiáng)烈的競爭行為,同時伴隨著食品安全的隱患。因此,三只松鼠公司應(yīng)當(dāng)加強(qiáng)與食品檢測部門的合作,并將結(jié)果及時公布給消費(fèi)者,起到模范帶頭的作用,這是企業(yè)拓展?fàn)I銷市場的一次絕佳機(jī)會。通過對該企業(yè)所處營銷環(huán)境的分析,可以看出企業(yè)在銷售工作、廣告宣傳、渠道拓展、市場戰(zhàn)略、內(nèi)部營銷管理等方面仍有待加強(qiáng)。三只松鼠公司若想繼續(xù)在食品電商行業(yè)獨(dú)占鰲頭,需要提高在本行業(yè)的觀察力和洞察力,并根據(jù)社會經(jīng)濟(jì)的發(fā)展趨勢進(jìn)行重新定位。持續(xù)研發(fā)技術(shù),適時升級產(chǎn)品,注重產(chǎn)品檢測,改進(jìn)營銷方式,以符合現(xiàn)實(shí)需求。本文對三只松鼠公司進(jìn)行了SWOT分析,結(jié)果表明在外部因素的威脅下,三只松鼠公司需要從企業(yè)內(nèi)部出發(fā),嚴(yán)格把控產(chǎn)品品質(zhì),將產(chǎn)品安全為主旨,使顧客能夠安心購、放心購。企業(yè)想要徹底解決劣勢因素,就要完善整個銷售環(huán)節(jié),加強(qiáng)對員工系統(tǒng)化的培訓(xùn),不斷豐富企業(yè)文化內(nèi)涵。SWOT組合策略分析結(jié)果顯示,三只松鼠公司在未來的發(fā)展應(yīng)當(dāng)選擇WO組合模式進(jìn)行營銷。公司應(yīng)當(dāng)充分發(fā)揮品牌優(yōu)勢,強(qiáng)化定位,以成功的線上營銷策略為基礎(chǔ),加速實(shí)體店面的建設(shè),開展線上向線下延展的模式,提高公司的綜合實(shí)力。與此同時,品牌要勇于創(chuàng)新,不斷升級,提高品牌的軟實(shí)力。另外,本文采用STP方法對三只松鼠公司進(jìn)行了分析,結(jié)果顯示企業(yè)應(yīng)加強(qiáng)食品營銷策略創(chuàng)新,注重消費(fèi)者、產(chǎn)品和市場這三者的關(guān)系。通過對三者的準(zhǔn)確定位開展有效的營銷活動,使消費(fèi)者認(rèn)可公司的產(chǎn)品,使產(chǎn)品符合市場要求,使公司在市場上獲得更大的占有率。在此基礎(chǔ)上,本文提出了在經(jīng)營模式方面應(yīng)將網(wǎng)店與實(shí)體店相結(jié)合,在宣傳推廣方面應(yīng)將網(wǎng)絡(luò)宣傳與體驗(yàn)消費(fèi)相結(jié)合,在人才培養(yǎng)方面應(yīng)當(dāng)將技術(shù)人才與管理人才相結(jié)合,在品牌假設(shè)方面應(yīng)當(dāng)將戰(zhàn)略決策與品牌效應(yīng)相結(jié)合的營銷組合策略,期望成為該企業(yè)在未來發(fā)展中的堅(jiān)實(shí)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.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F426.82;F274

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