摘  要：随着社会生产力的不断提升以及人们生活水平的不断提高，人们的基本物质需求已经得到了满足。在此基础上，人们更多开始注重精神层面的追求。我国花卉市场近年来发展状况良好，这主要是由于鲜花正成为人们日常生活中装饰家庭、表达心情时必不可少的物品之一，是满足人们精神需求的物品。随着互联网的不断发展，电子商务营销模式已经成为了当前我国社会中的主流趋势，鲜花的线上销售更是使得鲜花变成了炙手可热的商品。线上销售可以有效的降低不必须要的成本，实现企业与顾客之间的之间互动，为此鲜花电商也如同雨后春笋一般纷纷冒出，也加快了鲜花电商的品牌之间的竞争。81885

本文的主要通过对野兽派公司品牌营销策略的实证调研，结合市场竞争现状的分析，并对其目前市场营销策略中存在的问题进行分析，结合鲜花店铺的发展现状和电子商务发展特点，运用电子商务和营销、推广等理论，并联系实际，同时使用科学研究方法以及在翻阅大量文献的基础之上。一方面深入解释野兽派成为鲜花电商市场领头羊的重要原因；另一方面清晰展现野兽派独特的营销策略对于品牌建设和推广的战略性指导。期望通过实证分析和研究野兽派的不足之处，为野兽派品牌营销策略提出优化建议，丰富和完善营销框架。提出了一些野兽派花店品牌营销策略的发展的建议和对策，同时结合当前国内外花卉市场发展现状和实例，探索研究适合电子商务环境下的鲜花店铺发展策略，为更好的促进鲜花花卉行业的发展提供有价值参考意义。

毕业论文关键字：野兽派；品牌营销；鲜花电商； 

Research on Brand Marketing Strategy of  BEAST

Abstract: With the continuous improvement of social productivity and the continuous improvement of people's living standards, people's basic material needs have been met。 On this basis, people began to focus more on the pursuit of spiritual level。 China's flower market in recent years, the development of good condition, mainly because the flowers are becoming people's daily life in the decoration of the family, one of the indispensable things to express the mood, is to meet the needs of people's needs。 With the continuous development of the Internet, e-commerce marketing model has become the mainstream of our current social trends, flowers online sales is to make flowers into a hot commodity。 Online sales can effectively reduce the cost of unnecessary, to achieve the interaction between enterprises and customers, for this flower merchants are also like mushrooms are generally emerge, but also speed up the competition between the brand of flowers and electric business。

Based on the analysis of the current situation of market competition and the analysis of the problems existing in the current marketing strategy, this paper combines the development status of the flower shop and the development characteristics of the e-commerce, and uses the electronic Business and marketing, promotion and other theories, and contact with reality, while using scientific research methods and in reading a large number of literature on the basis of。 On the one hand, in-depth explanation of the fist as a flower market leader in the important reason; on the other hand, clearly show the unique marketing strategy for the brand building and promotion of strategic guidance。 It is hoped that through the empirical analysis and study of the inadequacies of the fauvism factions, we will make suggestions for the marketing strategy of the fox culture, enrich and perfect the marketing framework。 This paper puts forward some suggestions and countermeasures on the development of brand marketing strategy of the fabulous florist flower shop。 At the same time, combining with the present situation and example of flower market development at home and abroad, this paper explores the development strategy of flower shop suitable for e-commerce environment, The development of valuable reference significance。