The Brand Of Three Squirrels Internet Communication Research

Anhui Three Squirrels E-Commerce Co.,Ltd.was established in 2012.It is a company that sells forestry products such as nuts,dried fruits,tea,and other forest foods,and is a free B2 C brand.The development of Three Squirrels in a short period of five years was inseparable from their dissemination strategies in the era of flourishing Internet culture.These strategies included establishing a “bud” image,interacting with all media platforms,creating a cartoon image,and planting.Through this strategic layout,the Three Squirrels have not only been a well-known brand in the youth group,but also a meeting idol with numerous fans.However,there are hidden dangers in the Three Squirrels brand communication strategies and further optimization is needed.Using the theories of brand management,online communication,and fan economics,the thesis takes the Three Squirrels' brand communication research as the theme,comprehensively explains the development background of the Three Squirrels,and analyzes three problems in the spread of three squirrels in the brand network.First,the sales model of Three Squirrels relies on third-party e-commerce.Second,the sales of Three Squirrels tend to be oligopolies,and Tmall Mall accounts for a large proportion.Third,the snack food industry is affected by the season.This study believes that the self-built platform will effectively solve the negative impact of the three hidden dangers for the Three Squirrels.The self-built platform means that Three Squirrels' brands have shifted from pure e-commerce to platform strategies and from unilateral to multilateral.At the same time,in the process of building the platform,knots and post-modern cultures create a fan community and shape their own personality characteristics in line with the times.This paper has constructed a set of feasible Three Squirrels self-built platform solutions.The key to platform-based management is to design a multilateral and win-win ecosystem.This study believes that through sharing the brand value of three squirrels,nurturing small and medium-sized brands,building a strong cohesive and active fan community,and adopting Three Squirrels that can reflect the current cultural characteristics of film and television,multi-win-win situation can be established.