摘要随着我国“零食”电商行业的快速发展，电商市场的竞争日趋激烈。“零食”电商行业越来越重视自身品牌在企业发展中的作用。纵观电商品牌策略的理论和品牌策略在实际中应用的效果，虽然电商企业已经发现品牌在发展中占越来越重要的位置，但是很多电商企业在品牌策略上还是存在一定的问题，需要我们重视。本文基于TEPS模型针对“零食”电商在品牌策略上存在的问题提出了6个策略，选择了三只松鼠企业的品牌策略案例，分析体验营销，数据透明，口碑营销，企业文化管理等方面优化后对电商企业品牌的突出作用。最后给出了“零食”电商在品牌策略上的建议，希望可以给“零食”电商在品牌策略上提供一定的借鉴作用。67310

Abstract With the rapid development of China's "snack" electricity supplier industry, electricity supplier market competition is becoming increasingly fierce "Snacks" electricity supplier industry more and more attention to the role of its own brand in the enterprise development Throughout effect electricity supplier brand strategy and brand strategy theory applied in practice, although the electricity supplier companies have found that brands accounted for an increasingly important position in the development, but many commercial enterprises in brand strategy still exist some problems we need our attention Based TEPS model for the "snacks" electricity supplier in brand strategy the problems put forward six strategies, chose three squirrels corporate brand strategy case analysis experience marketing, data transparency, word of mouth marketing, corporate culture, management, optimization after highlighting the role of business enterprise brand Finally, the "snacks" recommendation on the electricity supplier brand strategy, hoping to "snack" electricity supplier to provide a reference role in the brand strategy

毕业论文关键词：三只松鼠; 品牌; TEPS模型; 体验营销

Keyword: Three squirrels; Brand; TEPS model; Experiential marketing

目录

1 引言 5

11 选题背景及意义 5

12 研究内容 5

13 创新点 6

2 文献综述 6

    21品牌营销国内外相关理论 6

        211 国内外对品牌策略的研究 6

        212总结 7

    22 派瑞威行广告公司的“TEPS”模型 7

        221 国内外的相关研究 7

        222 总结 8

3 “零食”电商行业品牌策略的现状及产生的问题 8

    31 “零食”行业品牌策略的现状 8

         311我国“零食”电商行业的现状分析 8

         312 我国“零食”电商品牌的趋势分析 9

    32 “零食”电商品牌策略存在的问题 9

         321“刺激阶段”—“零食”电商行业的品牌定位同质化程度较高 9

         322“了解阶段”—品牌传播效果差