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案例編號: MKT-0566
被浏覽次數: 1488 次
案例名稱: 風起于青萍之末:“三只松鼠”發貨危機引發的思考
譯名: Big Crisis Starts from Small Places: Reflections on the "Crisis of Unpunctual Delivery" of Three Squirrels
案例作者: 劉雪梅,曹啓,劉紅,楊陽,董明松,王薇熒
作者單位: 南京師範大學
指導者:
譯者:
背景單位名稱: 三只松鼠股份有限公司
行業: 食品工業
規模: 大型
案例涉及的職能領域: 營銷部門/資本運營部門
案例語種: 中文
案例長度(頁): 5 頁
案例類型: 描述型
中文關鍵詞: 三只松鼠;發貨危機;市場營銷;危機管理;微案例
英文關鍵詞: The Three Squirrels; Supply Crisis; Marketing; Crisis Management
中文摘要: 互聯網企業既享受著網絡帶來的營銷便利,同時也要承受隨時可能出現的風險。三只松鼠股份有限公司是我國第一家純互聯網食品企業,從2012年2月起步後一路高歌猛進,每年翻倍的銷售量讓其風光無限。但伴隨銷量激增而來的發貨危機卻引發了信任崩塌。本案例將回顧三只松鼠的三次發貨危機過程及結果,引導學生思考互聯網企業如何制定合適的市場營銷戰略,做好危機管理,加強物流供應鏈管理和激勵機制建設,維持與消費者之間的信任關系。
英文摘要: E-Companies are enjoying the marketing convenience brought by the internet, also taking the risks at any time. The Three Squirrel Co., Ltd. is the first pure food company on internet in China, and has been advancing all the way, doubling its sales every year since February 2012 when established, but meanwhile supply crisis triggered trust collapse accompany with the order accelerate increasing, even fall into the button of valley. This case will review the three supply crisis of The Three Squirrels and the process of overcoming, lead students to think about how to develop proper marketing strategies for Internet enterprises as well as do a good job in crisis management, strengthen logistics supply chain management and incentive mechanism construction, maintain the relationship of trust with consumers.
適用對象: 經營管理人員,本科生,碩士生,工商管理碩士(MBA),
編寫方式: 采編
案例年代: 2018
案例入庫時間: 2018-12
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