电商民营企业市场竞争战略研究——以三只松鼠公司为例

Research on Market Competition Strategy of E-Commerce Private Enterprises—Taking Three Squirrels Company as an Example

近年来,在居民消费增长并向食品类商品转移的情况下,中国休闲食品行业发展势头良好。民营企业是休闲食品行业的主体,但普遍存在经营战略管理混乱的情况。因此,面对复杂多变的市场环境,如何提高民营休闲食品企业的市场竞争力,使其获得长远的发展就显得尤为重要。本文以休闲食品行业中的典型电商民营企业——三只松鼠作为研究对象,基于PEST模型和波特五力模型,剖析其在市场竞争中的优势、劣势以及所处的竞争环境,并据此提出相关市场竞争战略。In recent years, China’s casual food industry has gained momentum amidst the growth and shift of consumption to food commodities. Private enterprises are the main body of the casual food industry, but there is a general confusion in the management of business strategy. Therefore, in the face of the complex and changing market environment, how to improve the market competitiveness of private casual food enterprises so that they can obtain long-term development is particularly important. This paper takes three squirrels, a typical e-commerce private enterprise in the leisure food industry, as the research object, analyzes its advantages, disadvantages and the competitive environment in the market competition based on the PEST model and Porter’s Five Forces model, and puts forward the relevant market competition strategy accordingly.