本研究探討在競爭激烈的中國休閒零食市場上，如何細分、拓展關鍵品類，跟隨著消費結構的調整，以推出更符合市場需求的創新產品，藉以提早布局，迎?新的機遇。在中國，品牌積累和消費下沉已是整體趨勢，持續發展的三、四線城市也已經具備了新零售線上線下的銷售模式。因此，企業如何快速完成線上品牌之提升和線下通路壁壘之建立，賦予更多線下實體門店能力，都是影響企業成功的關鍵因素。本研究以SWOT矩陣、競爭策略模型以及杜邦分析，對於整體市場、個案公司主題門店和其它友商進行分析，再配合實際案例的發現，完成差異化管理，以提煉出降低成本提高效率的關鍵成功因素。希望在面對瞬息萬變的市場能夠發展出多元競爭的能力，包含品牌、產品、通路和供應鏈以協助企業能夠長期、持續維持競爭優勢。;The research aims at enhancing the subdivision and expansion of key categories and the introduction of innovative products with the adjustment of consumption structure to better meet market needs to make arrangements in advance and embrace new opportunities in the competitive Chinese snack market. In China, the brand accumulation and consumption sinking have been the overall trends. The sustainable development in third and fourth tier cities has made new retail in the online and offline sales model available. An enterprise, therefore, should learn to complete the promotion of online brand and the establishment of offline channel and barriers rapidly and empower more offline stores. All these are critical factors which will contribute to the success of the enterprise. This research, based on the methods of SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis, Triangle Mode and DuPont Analysis, analyzes the overall market, theme stores of case company and its rivals h. Then, combining it with the completion the differentiated management to extract the key factors to reduce costs and improve efficiency. In the face of the rapidly changing market, it hopes to develop diversified competitiveness in brand, product, channel and supply chain to help the enterprise for maintaining sustainable competitive advantage over time.
