基于差异化战略的休闲食品企业发展战略研究——以洽洽食品为例

• 作者： 胡涵清 ¹ 沈娜 ¹
• 作者单位：
  1.  湖北工业大学
• 发布时间：2024-10-28

摘要: 随着消费升级，国内休闲食品市场迎来了高速增长时期。为了避免产品同质化竞争，休闲食品企业制定差异化战略已迫在眉睫。差异化战略并不是单纯地追求与竞争对手的区别，而是通过一系列差别化策略的实施，得到消费者的认可，且不容易被其他竞争者所模仿，具有长期价值意义的产品异质化效果。本文以洽洽食品为例，从产品品类、品牌势能、营销渠道和生产模式四个方面全面剖析了洽洽食品差异化战略的实施，并从财务绩效和非财务绩效两方面深入分析了洽洽食品差异化战略实施的经济效应，其中财务绩效主要从盈利能力、盈利可持续性和营运能力三个方面进行分析，非财务绩效主要从品牌价值和创新能力两个方面进行分析。结果表明，洽洽食品的差异化战略具有典型代表性和较强的竞争能力，助力洽洽食品在激烈的市场竞争中保持显著优势，以期对同类企业提供启示和借鉴。

Abstract: With the upgrading of consumption, the domestic leisure food market has entered a period of rapid growth. To avoid homogeneous product competition, it has become imperative for leisure food companies to develop diff erentiation strategies. Diff erentiation strategy is not merely about pursuing distinctions from competitors but involves implementing a series of diff erentiated strategies to gain consumer recognition, making it diffi cult for other competitors to imitate, and creating products with long-term value significance. This article takes Qiaqia Food as an example, comprehensively analyzing the implementation of Qiaqia Food’s differentiation strategy from four aspects: product categories, brand potential, marketing channels, and production models. It also delves into the economic eff ects of the diff erentiation strategy from both fi nancial and non-fi nancial performance perspectives. The fi nancial performance is analyzed mainly in terms of profitability, sustainable profitability, and operational efficiency, while non-financial performance focuses on brand value and innovation capability. The results indicate that Qiaqia Food’s diff erentiation strategy is typically representative and possesses strong competitive capability, helping Qiaqia Food maintain a significant advantage in intense market competition, with the aim of providing insights and references for similar enterprises.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第19期
• 引用： PSSXiv:202410.02422 (或此版本 PSSXiv:202410.02422V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.19.151
  CSTR:32012.36.PSSXiv.202410.02422
• 推荐引用方式： 胡涵清,沈娜.基于差异化战略的休闲食品企业发展战略研究——以洽洽食品为例.中国商论,2024(19).[DOI:10.19699/j.cnki.issn2096-0298.2024.19.151] (点此复制)