Value Creation Of The Scene Marketing Of "Three Squirrels"

With the advent of the era of mobile Internet,the center of market transforms from enterprises themselves to consumers.Enterprise's marketing goal gradually shifts from self-control and self-management to serve for customers and stimulate the productivity constantly.Enterprises' marketing thinking transforms from using traditional media for brand publicity into regarding highly on customers' value and experience.In traditional market,consumers are in a passive position and enterprises are dominant in the market.Consumers are just buyers of commodities and there is no interaction between consumers and enterprises.But now consumer's position has been gradually equal to the status of enterprise in the market.Consumers gradually participate in the production activities of enterprises.Consumers are not only the buyers of goods but also the enterprises' partners in the production process.Faced with the reconstruction of the relationship between enterprises and consumers,the brand marketing of enterprises faces the challenge.Enterprises must change their original marketing ideas and keep up with the development of the times.The traditional brand marketing strategy has lagged behind the development of the times,the emerging of scene marketing brings new opportunities to the brand publicity of enterprises,which also supports new idea for enterprises' development and change."Three squirrels" keeps up with the changes of the times,launches the scene marketing timely through applying scenes into its own brand name,product packaging,slogan,product sales channels,and product promotion,which can create value for consumers,enterprises and society.At the same time,the "three squirre"conforms to the changes of the market,let the consumers participate in the process of product design and production.It creates value jointly with consumers and realizes the value co-creation,which has a great importance for other enterprises to conduct scene marketing,carry out value creation and realize value co-creation.This article revolves around "three squirre" how to carry out scene marketing in mobile environment,how to realize the value creation in the scene marketing and how to realize the value co-creation with the consumers,which can refer to enterprises how to conduct scene marketing in the context of mobile Internet and how to create value in scene marketing.Apart from the introduction of the first chapter,this paper studies four parts,The first part mainly introduces brand marketing revolution in the era of mobile internet,which includes the characteristics of mobile internet era and brand marketing revolution-scene marketing.The second part mainly introduces the brand marketing revolution of "three squirrels",which includes brand development history and scene marketing of "three squirrels".The third part mainly introduces the value creation of the scene marketing of "three squirrel" and the value co-creation based on the link,interaction and reconstruction.The fourth part mainly is the thinking and suggestions on the scene marketing of "three squirrel".Let other enterprises learn from the successful experience of "three squirrels",and learn how to conduct scene marketing successfully and how to commnicate and cooperate with consumers,and create greater value jointly and realize value co-creation.