互联网思维下的电商营销策略分析——以三只松鼠为例

Analysis of the Marketing Strategy of E-commerce under the Internet Thinking——Taking Three Squirrels as an Example

本项目基于互联网食品零售公司"三只松鼠"的资料与背景,进行的市场营销分析与调研,从"三只松鼠"官网、互联网电商平台、媒体与中国知网等公开信息来源处搜集了"三只松鼠"的基本数据和详细情况,从宏观、微观两个角度切入,运用多种市场营销战略分析方法(如PEST分析法、波特五力模型、STP战略等)对案例目标进行综合分析,特别在STP战略的市场细分环节,针对互联网销售的新形式,对原有的市场细分方法做出了一定创新与优化;并佐以相应数据进行分析,将"三只松鼠"公司在互联网浪潮下脱颖而出的亮点与可能存在的不足之处做出总结与归纳,并一一列举,总结了以"三只松鼠"为代表的新兴互联网电商公司的兴起之由。

This project is based on the information and background of “three squirrels”of Internet food retail company. It collects the basic data and details of “three squirrels”from the official website of “three squirrels”, the Internet e-commerce platform, the media and China Knowledgeable Network and other public information sources. From the macro and micro environmental point of view, this paper uses a variety of marketing strategy analysis methods （such as PEST analysis, Porter’s five-force model, STP strategy, etc.） to make a comprehensive analysis of the case objectives, especially in the market segmentation of STP strategy, aiming at the new form of Internet sales, the original market segmentation methods are made. With the help of the corresponding data, this paper summarized the highlights and possible shortcomings of “Three Squirrels”in the Internet wave, and enumerates them one by one, and successfully summarized the emerging Internet e-commerce companies represented by “Three Squirrels”.