Research On Three Squirrels’ Asset-Light Operation Mode And Effect

In recent years,with the continuous and stable growth of our country’s economy and the continuous upgrading of national consumer demand,the snack food industry has ushered in a golden period of development.However,at the same time,the internal competition environment in the snack food industry is becoming increasingly fierce,and the problems of high product homogeneity and weak corporate brand awareness also seriously restrict the development of snack food enterprises in China.Therefore,for snack food enterprises,it is urgent to seek a new operation mode to get out of the current development dilemma.In order to change the status quo of snack food companies and achieve further development,companies should pay more attention to the role of light assets such as brand value,marketing capabilities,and R&D capabilities,rather than relying solely on scale and production to enhance market competitiveness.The asset-light operation model focuses on the core links of R&D and marketing in the industrial chain,which can effectively solve the problems faced by snack food enterprises at this stage,and provide a reference idea for snack food enterprises to get out of the predicament.Taking Three Squirrels,a typical asset-light enterprise in the snack food industry as an example,this thesis studies the asset-light operation mode and implementation effect of Three Squirrels by using literature research method,case analysis method and comparative analysis method.To be specific,this thesis firstly expounds the relevant concepts and theories involved in this thesis on the basis of sorting out relevant researches,laying a foundation for the case analysis below.Secondly,the thesis explains the basic situation of Three Squirrels,and makes an in-depth analysis of the motivation,implementation path and financial characteristics of the asset-light operation of Three Squirrels and then selects appropriate indicators from the two aspects of financial effect and non-financial effect respectively to analyze the implementation effect of the Three Squirrels asset-light operation mode,and constructs a comprehensive effect evaluation system to investigate the comprehensive effect of the asset-light operation mode by using the entropy method.Finally,based on the above analysis,identifies the deficiencies of the Three Squirrels asset-light operation mode and put forward optimization measures.Through the research of this thesis,it is found that the asset-light operation mode has produced certain positive effects on the Three Squirrels,such as bringing the business operation ability better than the industry level,outstanding brand value and R&D ability,etc.However,there are also problems such as profitability to be improved,high risk of product quality control and R&D investment to be further improved.This thesis proposes the following optimization measures:First,optimize channel construction and strengthen cost control;Second,improve the outsourcing model to ensure product quality;Third,increase investment in research and development to enhance innovation capacity.It is expected that the research of this thesis can provide reference for Three Squirrels to improve their own management and promote the high-quality development of leisure food industry.