| With the continuous development of China’s economy,the consumption demand for snack food continues to grow,the overall development of the snack food industry is rapid,the competition is becoming more and more fierce,in this process,many enterprises have the problem of blind diversification,resulting in the main business of the enterprise is not prominent,the core competitiveness is missing,and it is difficult to get out of the development vortex.Diversification allows companies to create more products and services and create economic benefits on multiple levels.However,as the market environment quietly changes and consumer needs become more diversified,companies need to adapt to market demand and continuously develop their products to maintain long-term development advantages.Therefore,more and more enterprises choose to return to the main business to improve the competitiveness of the main business and further win the favor of consumers.Whether the naturalization strategy can help enterprises meet the new needs of the market,whether it can bring performance improvement to enterprises,and how to implement the naturalization strategy are all worthy of our research.This paper first reviews the literature of the theory related to the naturalization strategy,then takes Qiaqia food as the research object,describes the implementation process of the naturalization strategy,analyzes the implementation motivation of the naturalization strategy by combining the product-market evolution matrix theory and resource allocation theory,and then uses the financial index analysis method,factor analysis method,event research method and other methods to analyze the performance change from both short-term and long-term perspectives.It is found that the short-term and long-term performance of Qiaqia has been improved to a certain extent during the implementation of the naturalization strategy.First,through the implementation of the naturalization strategy,Qiaqia effectively integrates internal resources,improves the efficiency of enterprise operation and management,and enhances the overall profitability of enterprises.Second,through the naturalization strategy,Qiaqia has improved the efficiency of enterprise asset operation and improved its operation ability.Third,Qiaqia Food has improved the liquidity of corporate assets and improved its debt structure through the implementation of the naturalization strategy.Fourth,Qiaqia food normalization has effectively increased the sales volume of the main business,enriched the core product series,and improved the profitability of the enterprise to a certain extent.Fourth,from the perspective of the stock market,the normalization of Qiaqia food has achieved ideal results,the stock market has responded well,and the short-term performance has been effectively improved.Fifth,in the analysis of non-financial indicators,the employee retention rate of Qiaqia has achieved good results,but the improvement of market share and R&D capabilities is not ideal.It is recommended that Qiaqia adhere to the implementation of the naturalization strategy,continue to focus on the main business,optimize resource allocation,enhance core competitiveness,actively explore online sales channels,strengthen R&D investment,and further improve corporate performance. |
