%0 Journal Article
%T 零食品牌的全渠道布局与协调探究——以三只松鼠为例
Exploration of Omnichannel Layout and Coordination of Snack Brands—A Case Study of Three Squirrels
%A 胡雷
%J E-Commerce Letters
%P 296-303
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1461741
%X 本文以三只松鼠为研究对象，系统探讨其全渠道布局的实践路径与优化策略。研究发现，三只松鼠通过“线上电商 + 社交内容 + 线下投食店 + 联盟小店”的多维矩阵实现全域覆盖，但仍面临线上流量红利衰减、线下单店盈利能力不足、渠道协同效率低等挑战。基于全渠道战略理论框架，本文提出针对性优化建议助力零食品牌的全渠道探索。竞争力本质在于消费者体验的一致性与资源配置的高效性，三只松鼠的转型实践为行业提供了重要参考价值。
This article takes Three Squirrels as the research object and systematically explores the practical path and optimization strategy of their omnichannel layout. Research has found that Three Squirrels achieves global coverage through a multidimensional matrix of “online e-commerce + social content + offline food shops + alliance stores”, but still faces challenges such as declining online traffic dividends, insufficient profitability of offline single stores, and low channel collaboration efficiency. Based on the theoretical framework of omnichannel strategy, this article proposes targeted optimization suggestions to assist snack brands in exploring omnichannel channels. The essence of competitiveness lies in the consistency of consumer experience and the efficiency of resource allocation. The transformation practice of Three Squirrels provides important reference value for the industry.
%K 三只松鼠，
%K 零食品牌，
%K 渠道探索，
%K 零售企业
Three Squirrels
%K Snack Brand
%K Channel Exploration
%K Retail Enterprises
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116554