【作者】 李宁；

【导师】 田志龙；

【作者基本信息】 华中科技大学 ， 工商管理， 2004， 硕士

【摘要】 本论文坚持系统的观点和理论联系实际的方法,运用战略管理相关理论,探讨和研究了武汉唯海服饰有限责任公司在为实现其企业使命“依托武汉丰富及廉价的服装资源,利用服装行业业态转型带来的巨大商机,整合行业资源,争做国内一流的服装供应商”的战略活动过程中,所面临和亟须解决的与企业战略发展相关的一系列问题。借助国内市场经济的持续发展,改革开放的持续深化以及WTO加快中国全球化的机遇,唯海公司能否在日益激烈的竞争环境里,服装业格局面临巨大变革的市场机遇下,扎稳脚跟,找寻一条适合自身的发展道路,从而实现公司的企业使命呢?本论文将着眼于唯海公司超市服装项目的分析与研究,从战略管理相关原理理论出发,通过对唯海公司企业内、外部环境的综合分析、比较以及评价,力求发现唯海公司在实现其企业使命的战略发展过程中,所面对的外部环境方面的机遇和威胁以及企业自身存在的问题和不足,并为唯海公司在新的市场环境和行业竞争中,该如何重新调整公司层、经营层以及职能层各层次战略提出了个人的看法和主张。其中主要运用了波特五种竞争力模型、SWOT矩阵以及汤姆森和斯特克兰方法等分析工具。本论文期望最终得出一份可行的、可供唯海公司实际操作的战略发展规划报告,同时提供一份唯海公司作一般性决策时可供参考比较的资料以及行动的指南。更多还原

【Abstract】 The paper studies the series of strategic issues that Wuhan Weihai Co. Ltd. is encountering during her proceeding of accomplishing the enterprise mission that is to become the first-class domestic clothing supplier by utilizing local rich and inexpensive material supply, benefiting from the huge opportunities created by the reforming of the clothing industry and integrating the industry resources, with sticking on the viewpoint of systematism, the methods of the combination of theory and application and the theory of strategic management.Together with the continuous development of the domestic market economy and the opportunity WTO brings to the globalization of China, facing the increasingly intense competition in the rapid changing clothing industry, whether or not Weihai Co. could accomplish her enterprise mission through the way of her own? The paper presents the opportunity and the threat of the external environment, the existing problem of company own and the way of how to readjust the company’s strategic hierarchy in the corporate level, the business level as well as the function level in the new market environment and the industry competition, with embarking from the theory of strategic management, focusing on the analysis and the research of the clothing project of Weihai Co. and studying the external and internal environment. The analytic methods the paper mainly uses include the Porter five-kind competitive abilities model, the SWOT matrix as well as the Thompson and Stirkland method.The paper is expected to provide Weihai Co. a feasible and workable strategic planning, to which can be easily referred when the general strategic decision is made.更多还原