I三只松鼠品牌传播研究摘要2015 年 5 月 7 日中央政府公布《国务院关于大力发展电子商务加快培育经济新动力的意见》，这表明国家已经把发展电子商务纳入国家经济发展战略中来。《意见》表明，到 2020 年的发展目标任务是，统一开放、竞争有序、诚信守法、安全可靠的电子商务大市场基本建成。政府的一系列行动，都在为电子商务行业的发展消除各种障碍。这无疑为三只松鼠的未来发展创造了良好的环境。 三只松鼠有鲜明的品牌化色彩，它不仅注重食品安全及加工，更加注重用户体验，而提高用户体验最基本的办法就是提升自身的服务质量，打造极致的网购体验，拉近消费者的距离。三只松鼠定位是纯互联网品牌，就是把互联网的个性化服务做到极致，而这种极致的服务也广获好评。三只松鼠作为互联网食品行业的开拓者，它的品牌传播方式与传统的品牌传播方式不同，主要偏重于网络品牌传播的方式。本文将通过对三只松鼠的品牌传播的研究，总结和学习电商企业品牌传播的成功之处，指出不足之处并提出相关建议。对电商企业卓有成效地提升品牌形象，提升网络口碑，对自身品牌形象的巩固和提升，促进营销活动，建立品牌自身的竞争优势具有一定的实践意义。关键词：三只松鼠；品牌传播；网络传播IIResearch on Three Squirrel Brand CommunicationABSTRACTMay 7, 2015 The central government announced that "the State Council on the development of e-commerce to accelerate the development of new economic power of the views", which shows that the country has the development of e-commerce into the national economic development strategy. "Opinions" show that the goal of development goals by 2020 is that the unified and open, competitive and orderly, honest and law-abiding, safe and reliable e-commerce market is basically completed. A series of actions by the government are eliminating obstacles to the development of the e-commerce industry. This undoubtedly creates a good environment for the future development of the three squirrels.Three squirrels have a distinctive brand of color, it not only focus on food safety and processing, pay more attention t...
