S服装有限公司发展战略研究

发布时间：2018-01-09 08:38

本文关键词：S服装有限公司发展战略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着中国改革开放的经济发展,中国服装行业取得了长足的进步,已成为世界第一大服装生产国和消费国,服装行业对经济发展和社会民生起到重大作用。随着中国城镇化速度的加快,中产阶级开始崛起,将成为中国未来消费市场的中间力量。中产阶级收入水平高、消费能力强,但对于产品的品质要求、个性化需求也更强,这就对企业发展提出了新的挑战,只有满足消费者需求的企业才能长久发展。同时,网络购物的兴起也改变了服装行业的发展方式,传统以线下渠道为主的企业纷纷发展线上销售,未来线上线下融合发展成为趋势,这对于传统服装零售企业既是机会,也是挑战。在这个机遇与挑战并存的时代,服装行业的发展也是举步维艰,同行业企业数量众多,产品同质化严重,产能过剩,产品上市周期过长等一系列问题制约着行业的创新发展,这些也是亟待解决的问题。本文研究的目的在于分析当前形势下,中国服装企业,尤其是男装企业如何确定发展战略以及战略实施。本文采用了文献研究法、比较分析法以及实地调研法,以经典的理论、详实的数据、具体的案例为依据,指导公司发展战略的制定。S服装有限公司是一家中高档男装生产企业,以产品的设计、销售、品牌推广为核心竞争优势,致力于打造中国品质男装。在发展过程中,S服装有限公司也遇到了上述的问题,尤其是在发展战略上,企业何去何从需要确定。本文通过对服装行业的外部宏观环境进行了详细的分析和阐述,对于S服装有限公司的内部资源和能力进行了总结和归纳,对公司的业务以波士顿矩阵进行了分析,再用SWOT工具,制定出企业的发展战略。S服装有限公司发展战略为做大服装品牌零售业务,做强服装定制业务,创新生活馆业务发展模式,夯实品牌管理、销售管理、市场营销等能力,积累平台运营、资本运作、资源整合、品牌运作等能力,为未来整合产业链上下游企业、平台化发展奠定基础。发展战略确定之后,为了确保公司战略得以贯彻落实,提出了在市场营销、品牌规划、资本运作方面的具体实施举措。在保障措施方,建议S服装有限公司完善组织结构、建设人才队伍、梳理业务流程、提升运营效率、建设企业文化。
[Abstract]:With the economic development of China's reform and opening up, China's clothing industry has made considerable progress, has become the world's largest clothing producer and consumer. Clothing industry plays an important role in economic development and people's livelihood. With the acceleration of China's urbanization, the middle class will begin to rise, which will become the middle force of China's future consumer market. The middle class income level is high. Consumption power is strong, but for the product quality requirements, personalized demand is also stronger, which put forward a new challenge to the development of enterprises, only to meet the needs of consumers in order to long-term development. At the same time. The rise of online shopping has also changed the fashion of clothing industry, the traditional offline channels of enterprises have developed online sales, the future integration of online and offline development has become a trend. This is not only an opportunity but also a challenge for the traditional clothing retailing enterprises. In this era of both opportunities and challenges, the development of clothing industry is also difficult, the number of enterprises in the same industry is numerous, and the product homogeneity is serious. A series of problems, such as overcapacity and long production cycle, restrict the innovation and development of the industry. The purpose of this paper is to analyze the current situation of Chinese garment enterprises. In particular, how to determine the development strategy and strategy implementation of the men's wear enterprises. This paper uses the literature research method, comparative analysis method and field research method, based on the classical theory, detailed data, specific cases as the basis. Guiding the formulation of the company's development strategy. S clothing Co., Ltd. is a high-grade men's clothing production enterprises, product design, sales, brand promotion as the core competitive advantage. Committed to the creation of quality men's wear in China. In the development process of the clothing Co., Ltd. also encountered the above problems, especially in the development strategy. Through the detailed analysis and elaboration of the external macro environment of the clothing industry, the paper summarizes and summarizes the internal resources and capabilities of S clothing Co., Ltd. The business of the company is analyzed by Boston matrix, and then the development strategy of the company is worked out by using SWOT tools. The development strategy of S Garment Co., Ltd. is to make the retail business of the clothing brand bigger and to strengthen the clothing customization business. Innovative life hall business development model, tamping brand management, sales management, marketing and other capabilities, accumulated platform operation, capital operation, resource integration, brand operation and other capabilities. For the future integration industry chain upstream and downstream enterprises, platform development laid the foundation. After the development strategy is determined, in order to ensure the implementation of the company strategy, put forward in marketing, brand planning. On the side of safeguard measures, it is suggested that S Garment Co., Ltd. should perfect the organizational structure, build up the talent team, comb the business process, improve the operation efficiency and build the enterprise culture.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F272

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