泰州嘉利制衣有限公司发展战略研究

【作者】 周峰；

【导师】 骆品亮；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2012， 硕士

【摘要】 目前,中国服装行业正在逐渐走向成熟。经过金融危机之后,世界经济虽然在慢慢复苏,但中国服装业依然面临出口增速放缓,生产成本上升,竞争更加激烈的困境。中国服装行业面临着更大的挑战,国内市场受到国际知名品牌的强烈冲击,国内的服装竞争日趋白热化,行业所处的环境越来越复杂。中国服装产业国际竞争优势也发生了变化。廉价劳动力引致的低成本一直是中国服装行业的优势,但是现在中国服装行业必须发掘新的竞争优势点,比如产品质量和产品创新优势、品牌创新优势、文化创新优势,只有这样才能在市场中立足。泰州嘉利制衣有限公司是国内一家外资服装企业。拥有比较先进的设备和现代化的厂房。经过几年的发展,已经在欧美市场上拥有了比较稳定的客户群。但是在面对如今经济环境不良、出口困难的背景下,公司想要另辟新径。在保证国外市场上一定订单的情况下,扩大中国国内市场,实现外销转内销,不再单纯进行外贸加工,打造自己的品牌,因此要制定公司的发展战略。本文系统地对公司面临的外部环境以及内部资源情况进行了分析,为公司提供外部机会,规避外部威胁,充分利用自身优势,制定出适合公司的发展战略。本文主要从嘉利制衣公司所面对的国内外环境着手,使用多种战略管理理论对公司的经济、政策、技术、文化环境等外部宏观环境进行分析,运用SWOT分析法找出公司发展所具备优势条件、相对不足之处以及公司的外部环境所带来的机遇和威胁,并在此基础上结合企业自身实际情况,制定出适合企业的发展战略,利用优势和环境的外部机会是制定策略的根本。本文认为嘉利制衣公司应该使用差异化和专一化的竞争战略。同时为了保证战略目标的实施,通过研究企业面临的一些问题,提出战略实施措施。利用技术和产品所研发策略、品牌强化策略的发展策略在产品生产和品牌建立方面做出成效。服装信息化策略、打造以网络销售为主的多种营销通道策略是公司经营管理以及市场营销优化的重要保证。那么,在人员方面,嘉利制衣公司应按照人力资源开发策略更有效的对人力资源进行培养和运用。更多还原

【Abstract】 At present, Chinese clothing industry is gradually mature. After the financial crisis, the world economy had already been in the recovery slowly. But China’s garment industry is still facing a slower export growth, a higher production cost and a more competitive environment. Chinese clothing industry is facing greater challenges. The domestic market is strongly impacted by international famous brands. the domestic clothing market is facing a fierce competition. In fact, clothing industry in China faces a more and more complex environment. Chinese clothing industry’s international competitive advantage has also changed, low cost caused by Cheap Labour force has been the advantage of Chinese garment industry, but now Chinese clothing industry must discover new competitive advantage points, such as product quality and product innovation advantage, and brand innovation advantage, cultural innovation advantage, only such ability in market can a company based on.Taizhou Carrie garment co., LTD. is a foreign domestic garment company. The company has the advanced equipment and modern plant. After several years of development, it has a relatively stable customer base in the market of Europe and America. But now in the face of a bad economic environment, under a more difficult export background, the company wants to find a new development way. In the guarantee on the foreign market under the condition of a certain order, the company decides to expand China’s domestic market, achieve export turns sale in domestic market. Instead of simply foreign trade processing, the company needs to create their own brand. So we need to formulate the development strategy of the company.This article mainly studies from Carrie garment company’s environment at home and abroad, use a variety of strategic management theory to the company’s economy, policy, technology, cultural environment and the external macro environment to carry on the analysis, utilized the SWOT analytic method to find out the development of the company have advantages, relative deficiency and the company’s external environment with opportunities and threats, and based on this enterprise own actual situation, work out suitable for enterprise development strategy, make use of the advantages and the external environment opportunity is the fundamental strategy.This paper holds that Carrie garment company should use differentiation and focus of competition strategy. At the same time, in order to ensure the implementation of the strategic target, through the study of some of the problems enterprise faced, we puts forward the strategic measures. Use technology and product research and development strategy, brand strategy of strengthening strategy in product production and brand building have made effect. Clothing industry informatization strategy, make to network sales primarily a variety of marketing channel strategy is company management and market marketing optimization of the important guarantee. So, in personnel, Carrie garment company should according to human resources development strategy to improve its human resources training and use.更多还原