Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)

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Marketing Dilemma and Countermeasures of Leisure Food Under Mobile Internet -- A Case Study of Three Squirrels in E-Commerce Enterprises

Authors
Zengpeng Liu1, Jiale Du1, Junhong He1, *
1School of managament, Guangdong University of Technology, Guangzhou, China
*Corresponding author. Email: hjhlv@163.com
Corresponding Author
Junhong He
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-056-5_39How to use a DOI?
Keywords
leisure food; mobile Internet; marketing strategy; three squirrels
Abstract

Driven by digitalization and consumption upgrades, consumers who are keen on mobile shopping continue to increase their demand for leisure food, which are becoming more personalized and diversified. The study selects three squirrels in e-commerce enterprises as the case study objects, comprehensively uses the qualitative analysis method based on Python and Nvivo, and the questionnaire survey method based on SPSS, etc., to analyze their marketing environment and current situation under the mobile Internet, and points out their marketing strategy problems and solutions. The countermeasures are expected to provide reference for the improvement of the marketing strategy of the three squirrels and the healthy development of the leisure food industry.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
29 December 2022
ISBN
978-94-6463-056-5
ISSN
2589-4900
DOI
10.2991/978-94-6463-056-5_39How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zengpeng Liu
AU  - Jiale Du
AU  - Junhong He
PY  - 2022
DA  - 2022/12/29
TI  - Marketing Dilemma and Countermeasures of Leisure Food Under Mobile Internet -- A Case Study of Three Squirrels in E-Commerce Enterprises
BT  - Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
PB  - Atlantis Press
SP  - 273
EP  - 278
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-056-5_39
DO  - 10.2991/978-94-6463-056-5_39
ID  - Liu2022
ER  -