“三只松鼠”核心竞争力研究

论文将企业核心竞争力理论研究成果的综述作为根基，运用SWOT分析法对“三只松鼠”的企业核心竞争力进行分析，发现“三只松鼠”的核心竞争力存在产品竞争力不明显，食品质量难保障；线上发展遇瓶颈，线下竞争薄弱；发货危机多发等问题。这些问题的主要根源来自“三只松鼠”的发展模式。它采取代加工方式，对供应商的监控力度不够导致食品安全隐患；供应链管理的不完善引发发货危机；而且单纯线上销售，渠道单一，丧失线下资源从而阻碍发展。如何克服不足？一、“三只松鼠”须要重视品牌的作用，加大品牌营销的力度，扩大产品品类克服产品同质化；二、开发线下市场，实现全渠道销售打破对淘系的依赖；三、加强供应链管理，从产品的发源地抓产品的质量。最后希望通过本论文形成的一些对策和结论可以为“三只松鼠”核心竞争力的提升提供一定的借鉴和参考。

关键词：核心竞争力；互联网品牌；“三只松鼠”；SWOT分析

Research on the core competitiveness of Three Squirrels

Abstract：This paper takes the summary of the research achievements of the core competitiveness theory of enterprises as the foundation ,and uses SWOT analysis method to analyze the core competitiveness of Three Squirrels .It is found that core competitiveness of the Three Squirrels is not obvious in product competitiveness ,product quality is difficult to ensure ;the online development meets bottlenecks ,the offline competition is weak ;delivery crisis and other problems .The main source of these problems comes from the development model of Three Squirrels .It adopts the generation processing mode, the monitoring strength of the supplier is not enough to cause the food safety hidden trouble ;the imperfect supply chain management leads to the delivery crisis ;and simple online sales, single channel ,loss of offline resources can hinder development .How to get over it ?First , the Three Squirrels needs to pay attention to the role of brand ,increase the strength of brand marketing and expand product categories to overcome product homogeneity ;second , developing the offline market and realizing the total channel sales to break the dependence on Amoy ;third , strengthening the supply chain management and grasping product quality from the origin . Finally, it is hoped that some countermeasures and conclusions formed in this paper can provide some reference for the improvement of the core competitiveness of the Three Squirrels.
 
Keywords：Core Competitiveness ；Internet brand ；Three Squirrels ；SWOT analysis

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