电子商务下三只松鼠的品牌形象设计与推广研究

目的 对电子商务下三只松鼠的品牌形象设计与推广进行案例研究，期望对其他的新老品牌有一定的启发作用。方法 探讨三只松鼠在电子商务模式下的品牌定位、品牌文化理念、品牌视觉形象设计与推广，进而提出电商食品的品牌形象设计与推广的策略建议。结论 电商食品的品牌视觉形象设计需要有差异化的品牌定位、独特而统一的品牌视觉形象识别系统、注重用户体验的品牌形象，这样才有利于品牌在商业竞争中生存和发展。

Brand Image Design and Promotion of Three Squirrels under Electronic Commerce

The work aims to conduct case study on the brand image design and promotion of Three Squirrels under electronic commerce, hoping to have some inspiration for other new and old brands. The brand positioning, brand cultural concept, brand vision image design and promotion of Three Squirrels under electronic commerce were discussed, and then the strategies and suggestions of electronic commerce food brand image design and promotion were proposed. Visual image design of electronic commerce food brand needs to have differentiated brand positioning, and unique and unified brand visual identity system, and pay attention to the brand image experienced by the users, which is good for the brand to survive and develop in the commercial competition.