国内某服装企业的发展战略构想.doc

国内某服装企业的发展战略构想

摘要

随着市场环境的变化以及竞争的日益加剧，A 服装公司的进一步发展面临巨大挑战，制定一套完善的适应本企业发展状况的企业战略显得尤为重要。本文全面系统分析了服装行业发展状况以及A 服装公司面临的内外部战略环境利与弊，运用波士顿矩阵分析法对 A 装公司在行业内发展状况进行较精确的定位分析，运用SWOT 模型分析对影响企业发展内外部因素进行了量化评估。结论是企业发展外部因素方面威胁大于挑战，内部因素方面总体处于优势。在此基础上分别从品牌战略、技术创新战略、多元化发展战略、机制创新战略、网络化战略五个方面提出企业的发展战略构想：

力争实现到2015 年把 A 公司建成以生产和经营品牌高档西装、时装、职业装和童装为主的集团公司的战略目标；并对企业战略目标的实施路径进行规划：提出两步走的战略计划，具体措施包括加大结构调整力度、培育新的经济增长点，加大投资、完善服装品牌产品的终端建设，建立一批旗舰式专卖店，深化企业改革、增强发展活力，大力发展服装信息平台，提高信息管理水平，建立多层次的技术人员队伍，提高竞争力等。

关键词：服装企业发展战略SWOT 分析品牌

Abstract

As the constant change of market environment and the increasingcompetition, “A” clothing company faces huge challenges when it comes to thefurther development, it is particularly important for “A” company to develop aset of development strategy t o adapt to

its own development situation. Thispaper analyses the development status of clothing industry and the advantagesand disadvantages of the internal and external strategic environment of “A”

company comprehensively and systematically, then Boston matrix analysismethod is used to do the precise positioning analysis for the development statusof “A” in the clothing industry and SWOT model analysis is used to doquantitative evaluation of both the internal and external factors affecting thedevelopment of the enterprise. It could be concluded that threat is greater thanchallenge for external enterprise development factors and there is an overalladvantage for internal factors. On the basis of the analysis above, this paper putsforward the development strategy of the enterprise idea from the aspect of brandstrategy, technological innovation strategy, diversification strategy, mechanisminnovation strategy, network strategy respectively: “A” company should striveto achieve the strategic objectives to grow into a strong group company whoproduces and manages high-end brand suits, fashion clothing and children sclothing by 2015, then this paper carries on the path planning for theimplementation of the strategic targets: putting forward a two-step strategy planwith specific measures including strengthening structural adjustment,cultivating new economic growth point, increasing investment, improving theclothing brand products terminal construction, setting up a group of flagshipstores, deepening the enterprise reform, enhancing the vitality of development,developing clothing information platform vigorously, improving the level ofinformation management, establishing

multi-level technical personnel team,improving competitiveness and so on.

Keywords: clothing company, development strategy, SWOT analysis, brand

目录

第一章绪论

1.1 研究背景与意义

1.1.1 研究背景

1.1.2 研究意义

1.2 相关研究综述

1.2.1 战略管理的含义

1.2.2 战略管理理论的发展

1.2.3 战略管理理论的应用

1.3 研究方法

1.4 主要研究内容

第二章我国服装行业整体状况分析

2.1 服装行业市场特征分析

2.1.1 以劳动密集型为主

2.1.2 产业结构基本形成

2.1.3 纺织服装贸易是中国贸易顺差的最大来源

2.1.4 多种所有制共存

2.1.5 市场竞争激烈

2.1.6 中国服装业现阶段特点

2.2 中国服装行业总体运行趋势分析

2.2.1 2012 服装行业经济运行回眸

2.2.2 2013 年发展趋势预测