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案例编号: MKT-0349
被浏览次数: 2448 次
案例名称: 只为与你更亲近:三只松鼠的STP策略
译名: Only To Closer With You: the STP Strategy of “Three Squirrels”
案例作者: 罗彪,虞文姣
作者单位: 中国科学技术大学
指导者:
译者:
背景单位名称: 三只松鼠电商
行业: 食品工业
规模: 大中型
案例涉及的职能领域: 营销部门
案例语种: 中文
案例长度(页): 23 页
案例类型: 决策型
中文关键词: 三只松鼠;目标市场定位用户体验
英文关键词: Three squirrels; Target market Positioning
中文摘要: 三只松鼠是安徽芜湖的本土电商企业,自2012年6月登陆淘宝以来,在短短几十天内跃居淘宝坚果品类销量第一位,并将领先优势持续至今。三只松鼠通过准确的市场细分,明确的消费者定位,充分的消费者数据分析,用激萌的卡通形象、新鲜高质量的产品和种种贴心的服务赢得了年轻消费群体的青睐。伴随着激动人心的破纪录数据,三只松鼠也面临着发展中的一系列问题:一方面,三只松鼠在成功俘获忠实顾客的同时也引发了同行的模仿和抄袭,另一方面,面对急剧增长的业绩销量,三只松鼠出现了发货物流速度跟不上等。面对越来越激烈的市场竞争和越来越挑剔的消费者,三只松鼠如何继续保持领先优势、完善相应的物流配送及进一步拓展产品品类等等成为董事长章燎原最头疼的问题。
英文摘要: “Three squirrels” was born in 2012, the internet enterprisedetonated with nuts industry, just a few days become the top of Taobao electric business platform nuts snacks category. Excitation of squirrelsimage, good shopping service, rounds of angel investment, there is no denying that three squirrel has led to the nut industry trend of the times. But when everyone in the study three squirrel's business model, whythree squirrels could be successful, how long they can stay success, these questions that all the people in the thinking. The latest round of angel investment funds in place, clearly illustrates the investors' confidence for the future development of matchless. And business for three years, burn countless, is not yet profitable, why can three squirrels frequently get the favour of angel investors?
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2015
案例入库时间: 2016-01
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