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

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.