基于波特五力模型和4“P”营销理论的休闲食品营销策略优化研究——以电商品牌三只松鼠为例

Research on Optimization of Leisure Food Marketing Strategy Based on Porter’s Five Forces Model and 4 “P” Marketing Theory—Taking the E-Commerce Brand Three Squirrels as an Example

摘要: 在互联网时代，休闲食品面临激烈的市场竞争，企业面临的环境问题及使用的营销策略均会对品牌的发展带来机遇与挑战。本文以电商品牌三只松鼠为例，运用波特五力模型分析其所处的环境状况，并从4“P”营销理论出发分析其目前的营销策略现状及存在的问题，在研究中发现，三只松鼠营销中依然存在缺乏核心竞争力、价格优势不明显、销售渠道单一、促销策略同质化等问题，由此针对发现的问题提出一些合理的建议，如提升产品质量、采取明确的价格定位、整合各渠道优势、丰富促销手段等，希望能推动企业更好发展。

Abstract: In the Internet era, leisure food is facing fierce market competition. The environmental problems faced by enterprises and the marketing strategies used will bring opportunities and challenges to the development of brands. This article takes the e-commerce brand Three Squirrels as an example, uses Porter’s Five Forces model to analyze its environmental conditions, and analyzes its current marketing strategy status and existing problems from the perspective of the 4 “P” marketing theory. In the study, it was found that Three Squirrels’s marketing still lacks core competitiveness, unclear price advantages, single sales channels, and homogeneous promotion strategies. Therefore, some reasonable suggestions are proposed to address the identified problems, such as improving product quality, adopting clear price positioning, integrating various channel advantages, enriching promotion methods, etc., hoping to promote better development of the enterprise.