【正文】 oal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters. Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a pelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998). The concept of experiential marketing appears to have resonated with practitioners and academicians alike. However, research work on customer experience appears to be in its infancy, pared to other service related topics such as service quality and loyalty. Furthermore, customer experience as a concept is considered by some practitioners as applicable and relevant to entertainment industry (Zomerdijk and Voss, 2010). However, in view of the dynamic nature of consumer behavior, whatever the service (or product) a customer is buying or receiving, the customer will have an experience。他們意識(shí)到，中國(guó)電商的未來必定屬于O2O模式。1. 與人力資源部進(jìn)行密切溝通協(xié)調(diào)，提出部門崗位配置的意見，對(duì)個(gè)部門的工作進(jìn)行詳細(xì)合理的分工。 隨著大數(shù)據(jù)時(shí)代的到來，使得對(duì)消費(fèi)者未來需求的預(yù)測(cè)成為可能。2012年11月11日，三只松鼠首次參加雙十一大促，貨單不能在承諾的時(shí)間內(nèi)發(fā)出，三只松鼠首次出現(xiàn)發(fā)貨危機(jī)；2015年1月，產(chǎn)品大促期間由于國(guó)內(nèi)大部分快遞在1月24日之后，因春節(jié)將停止收發(fā)件，及時(shí)三只松鼠每天發(fā)貨量達(dá)1000多萬(wàn)，22日仍有3000多萬(wàn)的貨物被積壓。作為更高、更深層次的體驗(yàn)類型，關(guān)聯(lián)營(yíng)銷在為顧客創(chuàng)造感官、情感、思考和行動(dòng)等體驗(yàn)層面之外，還需要為顧客創(chuàng)造一種豐富的、升華的聯(lián)想式體驗(yàn)，從而讓人能與更廣泛的社會(huì)系統(tǒng)產(chǎn)生關(guān)聯(lián)。這種令人耳目一新的購(gòu)物方式拉動(dòng)了一大批消費(fèi)者不斷來嘗鮮。其產(chǎn)品包裝上有不同形態(tài)的松鼠標(biāo)志，十分符合其，其品牌形象，具有很強(qiáng)的辨識(shí)度。如此極致貼心的服務(wù)，人們?cè)趺磿?huì)不喜歡呢？ 利用數(shù)據(jù)挖掘技術(shù)，實(shí)現(xiàn)一對(duì)一個(gè)性化服務(wù)。建立8個(gè)物流發(fā)貨中心三只松鼠在全國(guó)范圍內(nèi)建立7個(gè)物流發(fā)貨中心，開發(fā)ERP信息系統(tǒng)，提升物流、產(chǎn)品相應(yīng)速度，有效的保證了產(chǎn)品新鮮度，給消費(fèi)者提供出校的購(gòu)物體驗(yàn)。三只松鼠構(gòu)建獨(dú)樹一幟的形象體系，利用旺旺、微信、微博、雜志、動(dòng)漫視頻等平臺(tái)讓消費(fèi)者與品牌更好的進(jìn)行溝通互動(dòng)分享?！叭凰墒蟆逼放埔唤?jīng)推出，立刻受到了風(fēng)險(xiǎn)投資機(jī)構(gòu)的青睞，先后獲得IDG的150萬(wàn)美金A輪天使投資和今日資本的600萬(wàn)美元B輪投資。近年來，動(dòng)漫、二次元、萌等新潮詞匯在我國(guó)興起，尤其在學(xué)生中成為流行的元素，三只松鼠巧妙的加以利用，將品牌動(dòng)漫化，與消費(fèi)者的溝通方式進(jìn)行萌化，增加了顧客的滿意度，也方便的三只松鼠營(yíng)銷活動(dòng)的順利展開。 三只松鼠宏觀環(huán)境分析 人口環(huán)境我國(guó)是世界人口第一大國(guó)，消費(fèi)者多，消費(fèi)能力強(qiáng)。所謂交互雙向傳播，通常通過論壇、留言板等方式實(shí)現(xiàn)。 marketing II 目 錄摘要 IAbstract II目 錄 V第1章 緒論 7 論文研究背景 7 論文相關(guān)理論基礎(chǔ) 8 情感營(yíng)銷 8 體驗(yàn)營(yíng)銷 8 PEST分析模型 9 研究的目的與意義 10 研究的目的 10 研究的意義 11第2章 三只松鼠營(yíng)銷環(huán)境分析 12 電商企業(yè)市場(chǎng)環(huán)境分析 12 三只松鼠宏觀環(huán)境分析 12 人口環(huán)境 12 經(jīng)濟(jì)環(huán)境 14 自然環(huán)境 15 社會(huì)文化環(huán)境 15 三只松鼠微觀環(huán)境分析 16 供應(yīng)商 16 營(yíng)銷中介 16 顧客 16 公眾 16 行業(yè)內(nèi)的競(jìng)爭(zhēng)者 16第3章 三只松鼠的營(yíng)銷現(xiàn)狀分析 17 三只松鼠企業(yè)簡(jiǎn)介 17 三只松鼠公司簡(jiǎn)介 17 企業(yè)發(fā)展使命 17 三只松鼠公司營(yíng)銷策略分析 18 情感營(yíng)銷策略 18 體驗(yàn)營(yíng)銷策略 21 三只松鼠公司營(yíng)銷存在的問題分析 23 純互聯(lián)網(wǎng)銷售，線下市場(chǎng)份額被搶 23 代工模式管理漏洞，爆發(fā)食品安全問題 24 供應(yīng)鏈不穩(wěn)定，供貨危機(jī)多發(fā) 24 公司制度不完善，管理層缺乏管理經(jīng)驗(yàn) 24第4章 對(duì)三只松鼠經(jīng)營(yíng)策略改進(jìn)建議 26 拓廣銷售渠道，增加市場(chǎng)份額 26 開發(fā)線下市場(chǎng)，線下線上相結(jié)合 26 預(yù)測(cè)消費(fèi)需求，搶占未來市場(chǎng) 26 加強(qiáng)品牌營(yíng)銷，突出品牌獨(dú)特性 26 深化網(wǎng)絡(luò)平臺(tái)運(yùn)用，擴(kuò)大影響范圍 26 加大動(dòng)漫營(yíng)銷 27 完善企業(yè)管理 27 加強(qiáng)代工模式管理保證產(chǎn)品質(zhì)量 27 完善公司規(guī)章制度 27結(jié)論 29致謝 30參考文獻(xiàn) 31附錄A 32附錄B 38 IV 第1章 緒論 論文研究背景 經(jīng)過價(jià)格戰(zhàn)、倒閉潮，眾多電子商務(wù)企業(yè)收兵息鼓、修煉內(nèi)功，市場(chǎng)趨于冷靜，資本開始復(fù)蘇，中小型企業(yè)電商得以喘息。國(guó)家出臺(tái)“互聯(lián)網(wǎng)＋”行動(dòng)計(jì)劃，促進(jìn)電子商務(wù)、工業(yè)互聯(lián)網(wǎng)和互聯(lián)網(wǎng)金融（ITFIN）健康發(fā)展，引導(dǎo)互聯(lián)網(wǎng)企業(yè)拓展市場(chǎng)，商業(yè)模式革新，電子商務(wù)隨著網(wǎng)絡(luò)迅猛發(fā)張起來。 fourth, through the research not only points out that the success of the three squirrels, but also provides reference for other enterprises in the marketing.In this paper, through the analysis of three squirrels marketing environment, now the marketing situation, marketing problems existing in the marketing process and suggestions to solve the problem of a few unit three squirrels were analyzed. Which for the three squirrels positioning in pure online sales, emotional marketing, experience marketing, market positioning, production management, petition and so on were detailed analysis and to the problem of finding provides solutions, for the further development of the three squirrels pany to provide reference and for other enterprises reference.Keywords：Electronic merce。這種瀏覽體驗(yàn)主要表現(xiàn)在網(wǎng)絡(luò)內(nèi)容設(shè)計(jì)的方便性、排版的美觀、網(wǎng)站與消費(fèi)者溝通的互動(dòng)程度等。另外，%，%，共同促進(jìn)電子商務(wù)市場(chǎng)整體的快速增長(zhǎng)。但是同時(shí)，隨著環(huán)境的惡化，三只松鼠的生產(chǎn)成本提高，即其面臨的挑戰(zhàn)所在。要想迎來三只松鼠的二次跳躍，其產(chǎn)品質(zhì)量及各項(xiàng)服務(wù)還需進(jìn)一步提升。三只松鼠首創(chuàng)中國(guó)電子商務(wù)客服場(chǎng)景化服務(wù)模式——與淘寶的親文化不同，三只松鼠的客服化身為鼠小弟的形象，稱呼每一個(gè)顧客為“主人”，從客服到售后，將“松鼠”品牌立體化，帶給顧客一次完整的“主人與松鼠”的購(gòu)物體驗(yàn)，還會(huì)時(shí)不時(shí)的對(duì)顧客賣萌“主人，鼠肥肥在呢”、“主人，快把我?guī)Щ丶野伞薄Ｍ獍?，半加工收?gòu)原材料之后，外包給當(dāng)?shù)仄髽I(yè)加成成半成品半成品送回總部，低溫儲(chǔ)存，完成成品加工將合格的半成品運(yùn)回蕪湖總部的封裝工廠或者低溫儲(chǔ)存?zhèn)}中，完成最后的分裝工作，極大的縮短了從進(jìn)貨至送到消費(fèi)者手中整個(gè)過程的時(shí)間，以最大限度保證了產(chǎn)品的新鮮安全。 極致細(xì)節(jié)體驗(yàn)?！扼w驗(yàn)式營(yíng)銷》中提出，體驗(yàn)營(yíng)銷可以分為五種戰(zhàn)略體驗(yàn)?zāi)K，包括：感官、思考、情感、行動(dòng)、關(guān)聯(lián)。三只松鼠的品牌名稱由三只松鼠組成，分別叫做松鼠小美、松鼠小酷及松鼠小賤，有著各自的性格特點(diǎn)，分別代表著當(dāng)今社會(huì)幾大基本人群，如今都已經(jīng)開通微信和微博，便于和消費(fèi)者溝通交流。再例如，其首頁(yè)推出“看動(dòng)畫，答問題，領(lǐng)現(xiàn)金”的活動(dòng)，在給消費(fèi)者派發(fā)優(yōu)惠券的同時(shí)使其進(jìn)一步了解三只松鼠的企業(yè)文化。食品代工能讓企業(yè)在短時(shí)間內(nèi)規(guī)模迅速擴(kuò)大，但這種貼牌生產(chǎn)的模式，企業(yè)對(duì)產(chǎn)品的把控力較弱，安全隱患較大。 預(yù)測(cè)消費(fèi)需求，搶占未來市場(chǎng) 產(chǎn)品適銷對(duì)路，就能不斷地提高市場(chǎng)占有率增加銷售量，有利于企業(yè)改善經(jīng)營(yíng)管理，提高企業(yè)經(jīng)濟(jì)效益。對(duì)于中小企業(yè)建立和完善部門規(guī)章制度顯得尤為重要。整個(gè)宏觀環(huán)境的改善有利于松鼠公司專注于同行業(yè)的競(jìng)爭(zhēng)，提高自身競(jìng)爭(zhēng)力。 Hospitality Marketing: fantasy, feeling and fun, International Journal of Contemporary Hospitality Management, 16(6), pp. 482 495附錄A In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods. We are in the era of ‘experience economy’ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to e from the interaction of personal minds and