Research On The Strategic Transformation Of Three Squirrels Under The Background Of New Retai

Under the background of consumption upgrading in the era of digital economy,the traditional retail industry is experiencing a rapid iteration period and officially entering the new retail era.In the face of the commercial opportunities of The Times,the traditional retail industry has carried out the exploration and practice of the new retail transformation strategy innovation path,intending to achieve its fundamental business purpose of reducing cost and increasing efficiency through the new retail and new mode.Based on the theory of "new retail",this paper discusses the strategic transformation practice of "Three Squirrels",a snack food enterprise under the background of "new retail",and analyzes its development after transformation and upgrading,hoping to make the strategy of "three squirrels" more suitable for the development and make the enterprise in an invincible position.This paper uses literature research method,case analysis method and Dupont analysis method to carry out research.This paper is divided into six chapters.The first chapter describes the research background and significance,domestic and foreign research results,research objectives,content,methods and innovation points of this paper.The second chapter summarizes the basic connotation of the concept,the theoretical basis and the evaluation mode of performance transformation.The third chapter is the research and analysis of the development of China’s retail service industry,the three squirrels retail company change development transformation motivation and the original strategy;The fourth chapter is the analysis of the three squirrels PEST analysis,SWOT analysis and transformation strategy analysis;The fifth chapter is the Three Squirrels retail company change development transformation effect analysis,including market performance,financial performance and other performance;The sixth chapter summarizes the previous research content.The research results show that the transformation and upgrading of Three Squirrels is because the original business model has lost its cost advantage,so it needs to explore channels and sources,optimize customer experience and enhance core competitiveness.Food quality problems also threaten consumers’ trust in Three Squirrels brand.Three Squirrels from the brand strategy,resource development strategy,marketing strategy and development strategy and other aspects of the company has been comprehensively improved.From the short-term market performance,the rate of return of the three squirrels increases,the negative rate turns positive,and the cumulative rate of return is gradually decreasing.From the analysis results of Du Pont Company,although the company’s operation will not affect the company’s debt,but should be vigilant,while using financial leverage,prudently deal with the possible financial risks;In terms of operating capacity,the three squirrels’ operating turnover rate has improved.However,in the development process of the three Squirrels,there are still some risks and problems,such as: high debt ratio,high cost,food safety and so on.According to the conclusion of this paper,in future studies,research methods such as factor analysis and multiple linear regression will be enriched to analyze corporate transformation,and enterprise transformation will be analyzed from the macro leisure snack industry to expand the application range of research samples and results.