电商品牌的全媒体传播营销策略—以“三只松鼠”为例广播电视学专业TheAll-mediaMarketingCommunicationStrategyofE-commerce——ACaseStudyofThreeSquirrels摘要随着互联网的不断发展，物质生活条件愈发优越，网上购物越来越成为多数消费者的主流购物方式，由此电子商务产业迅速发展，它极大地改变了人们以往的消费方式和消费观念，更改变着消费者的购物态度。其中不乏一些优秀的电商品牌，利用全媒体营销策略，从众多电商品牌的竞争中一路过关斩将、脱颖而出，其强大的传播策略和营销方式为众多电商提供了良好的借鉴学习范本。本文在前人的研究基础上，以电商黑马——“三只松鼠”为例，从品牌形象、线上线下传播营销策略的角度剖析，对“三只松鼠”品牌定位（品牌简介、品牌发展、品牌文化、创造业绩）、形象设计（包括动画人物形象、标准字体规范、色彩设计）、全媒体传播营销策略（线上传播：官方网站设计、购物网站宣传、微信公众号传播、热播电视剧广告植入、动漫影视公司创立；线下传播：产品包装特色、体验馆品牌宣传、周边产品促进品牌文化渗入）进行深度研究。采用文献分析法和案例分析法，探究“三只松鼠”用最短的时间在互联网坚果行业取得巨大成功的原因，分析其采用全媒体传播营销方式在其取得的成功中扮演的重要角色，总结“三只松鼠”在众多电商品牌竞争中脱颖而出的传播营销原因，为创业者塑造企业品牌、进行传播营销活动提供借鉴。关键词：电商；品牌传播；营销；三只松鼠TheAll-mediaMarketingCommunicationStrategyofE-commerce——acaseStudyofThreeSquirrelsAbstractWiththecontinuousdevelopmentoftheInternet,themateriallivingconditionshavebecomemoreandmoreadvantageous.Onlineshoppinghasincreasinglybecomethemainstreamshoppingmethodformostconsumers.Asaresult,thee-commerceindustryhasdevelopedrapidly.Ithasdramaticallychangedpeople’spastconsumptionpatternsandconsumptionconcepts.Italsochangestheconsumer'sshoppingattitude.Amongthem,therearesomeexcellente-commercebrandsthatuseall-mediamarketingstrategiestopassthroughthecompetitionsofmanye-commercebrandsandstandout.Theirpowerfulcommunicationstrategiesandmarketingmethodshaveprovidedgoodlearningmodelsformanye-commercecompanies.Basedonpreviousresearch,thisarticletakesthee-commercedarkhorse,“threesquirrels”asanexample,andanalyzesthebrandimage,onlineandofflinemarketingstrategy,andpositionsthe“threesquirrels”brand(brandintroduction,brandname).Development,brandculture,creationofperformance),imagedesign(includinganimationcharacterimage,standardfontspecification,colordesign),allmediacommunicationmarketingstrategy(onlinecommunication:officialwebsitedesign,shoppingwebsitepromotion,WeChatpublicnumberSpreading,hittingandbroadcastingofTVdramas,andcreationofanimationandfilmcompanies;offlinecommunication:productpackagingfeatures,experiencebrandbrandpromotion,andperipheralproductpromotionbrandcultureinfiltration)in-depthresearch.Usingdocumentanalysisandcaseanalysismethods,toexplore“threeThesquirrelonlywonthecrownofInternetNutbrandsalesinashortspanofsixmonthsandestablishedastronge-commercebrandcommunicationstrategy,summingupthereasonwhythe“threesquirrels”stoodoutinthecompetitionofmanye-commercebrands.Forentrepreneurstocreateacorporatebrand,toprovidecommunicationformarketingactivitiestoprovidereference.KeyWords：e-commercebrands；Brandcommunication；Marketing；Threesquirre目录摘要.........................................................................................................................................IAbstract......................................................................................................................
