新零售背景下品渥食品公司发展战略研究
摘要
国内电商模式普及程度越来越高，网购成为人们当前生活中主要的消费形式
之一。随着互联网信息技术应用深度和广度的不断提高，新零售销售业态形式应
运而生，为各零售企业的发展提供了新思路。我国市场经济状况发展稳定，食品
消费需求量与日俱增，食品企业发展未来前景广阔。然而，众多食品企业缺乏对
市场状况的了解，未能全面地认识到自身优劣势所在，缺乏合理的发展战略规划。
尤其是在新零售背景下，各企业缺少对新零售业态形式的了解和认识，因此难以
及时的进行业态融合，有效提升产业运营效率，提高市场覆盖率，维持较强的市
场竞争优势。
品渥食品公司成立于 1997年，运营经验较为丰富，财务状况良好，但公司
的发展进程较为缓慢，当前运营状况还存在诸多问题。本文首先了解了新零售概
念、特征和发展优势，明确了新零售背景下企业发展战略研究的理论和方法。随
后，本文以品渥食品公司为研究对象，考察了该公司的基本发展情况、主要商品
结构，分析了公司当前发展战略、运营方式和财务状况，结果发现，公司发展存
在诸多问题，主要有：商品种类多样性低、产品质量问题频发、销售模式缺乏创
新、品牌市场影响力较低。在了解公司基本情况后，本文又针对性的从经济状况、
政策环境等方面考察了新零售背景下我国食品零售领域的发展状况，细致地分析
了行业内竞争情况和品渥食品公司自身的资源及能力状况，通过 SWOT分析矩阵
考察发现，公司虽然存在产品品质高、价格实惠、运营稳定等内部优势，但同样
存在品牌影响力低、食品安全问题严重等劣势因素。通过对公司内部优劣势和外
部机会、威胁的分析，本文结合定量战略计划矩阵确定了品渥食品公司的最优战
略选择——增长型战略，并基于公司实际状况调整了战略内容，明确了战略定位
和战略任务。最后，本文通过 STP分析法进一步细化了品渥食品公司的消费市场，
明确了目标市场选择和定位，结合新零售背景设计了产品多元化、成本领先、市
场扩张和品牌推广等发展战略方案，并补充设置了战略方案的保障措施。
希望通过本文的方案设计能够有效降低品渥食品公司的市场运营风险，提高
产业发展速度，帮助提升企业新零售模式的创新运用水平，从线上线下两方面入
手扩大产品销售量，实现企业健康稳健运。
关键词：食品企业新零售发展战略 SWOT分析
I

STUDY ON THE DEVELOPMENT STRATEGY
OF PINLIVE FOODS CO; LTD
IN THE CONTEXT OF NEW RETAILING
ABSTRACT
Domestic e-commerce model is becoming more and more popular, and online
shopping has become one of the main forms of consumption in people's current life.
With the increasing depth and breadth of the application of Internet information
technology, new forms of retail sales have emerged, providing new ideas for the
development of various retail enterprises. China‘s market economy is developing
steadily, the demand for food consumption is increasing day by day, and the
development of food enterprises has a bright future. However, many food companies
lack understanding of the market situation, fail to comprehensively recognize their
own strengths and weaknesses, and lack reasonable strategic planning for development.
Especially in the context of new retail, enterprises lack understanding and awareness
of the new retail format, so it is difficult to timely integrate the format, effectively
improve industrial operation efficiency, increase market coverage and maintain a
strong competitive advantage in the market.
Pinlive Foods Co; Ltd was established in 1997 and has rich operational
experience and good financial status, but the development process of the company is
slow and there are still many problems in the current operation. This paper firstly
understands the concept, characteristics and advantages of new retailing, and clarifies
the theory and methods of researching corporate development strategies in the context
of new retailing. Then, this paper takes Pinlive Foods Co; Ltd as the research object,
examines the basic development of the company, the main product structure, and
analyzes the current development strategy, operation mode and financial situation of
the company. After understanding the basic situation of the company, this paper also
examined the development of China‘s food retailing sector in the context of new
retailing from the perspective of economic conditions and policy environment, and
II

meticulously analyzed the competition in the industry and Pinlive Foods‘ own
resources and capabilities. The SWOT analysis matrix revealed that although the
company has internal strengths such as high product quality, affordable prices and
stable operations, it also has weaknesses such as low brand influence and serious food
safety issues. By analyzing the internal strengths and weaknesses as well as the
external opportunities and threats, this paper combined with the quantitative strategic
plan matrix to determine the optimal strategic choice for Pinlive Foods Co; Ltd -
growth strategy, and adjusted the strategy content based on the actual situation of the
company to clarify the strategic positioning and strategic tasks. Finally, this paper
further refines Pinlive Foods‘ consumer market through STP analysis, specifies the
target market selection and positioning, designs the development strategy plan of
product diversification, cost leadership, market expansion and brand promotion in the
context of new retailing, and sets up additional safeguards for the strategic plan.
It is hoped that the design of this paper can effectively reduce Pinlive Foods‘
market operation risk, increase the speed of industrial development, help improve the
innovative use of the enterprise's new retail model, expand product sales from both
online and offline aspects, and achieve a healthy and steady operation of the enterprise.
KEY WORDS: Food Companies New Retailing Development Strategy SWOT
Analysis Matrix
III
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