新塘牛仔产业发展战略研究
发布时间：2019-03-27 09:21
【摘要】：广州市新塘镇是中国著名的“牛仔之乡”、“中国牛仔服装名镇”。经历30多年的发展，新塘牛仔产业的发展面临着劳动力成本上升、环境污染严重、品牌竞争力弱等问题，在目前状态下，如何对新塘牛仔实现产业进行转型，做出自己的品牌、增加企业利润是迫在眉睫的问题。 本文对新塘牛仔产业的未来发展战略进行研究，分别建立了PEST模型分析新塘牛仔产业所处宏观环境，建立五力模型对新塘牛仔产业的外部竞争环境进行分析，建立SWOT模型分析新塘牛仔产业具有的优势、劣势和面临的机会、威胁。 在分析过程中，采用实地调查结合抽样调查调查新塘牛仔企业的经营状况；采用网络问卷调查对目前新塘牛仔品牌的知名度进行调查，了解新塘牛仔品牌的市场知名度。 通过分析，总结了新塘牛仔产业目前的发展情况，并根据其自身的优势和劣势，提出了新塘牛仔产业进一步发展的产品差异化战略、多种经营战略和扭转型战略，结合实际情况，并给出了实施战略的六大战略方案，分别是“走近消费者”、“完善产品线”的市场战略，打造“牛仔总部”、“3+3+30”的品牌战略，“淘汰”、“限制进入”的企业淘汰战略，“大公司”、“大品牌”的供应链战略，“合作办学、订单式培养人才”、“高薪引进人才”的人才战略，，设立“研发中心”、“产学研相结合”的研发战略。
[Abstract]:Guangzhou Xintang Town is a famous cowboy town in China, and the famous cowboy clothing town in China. After more than 30 years of development, the development of Xintang cowboy industry is facing the problems of rising labor cost, serious environmental pollution, weak brand competitiveness and so on. Under the present condition, how to transform the Xintang cowboy industry and make its own brand? It is an urgent problem to increase the profits of enterprises. In this paper, the future development strategy of Xintang cowboy industry is studied, the PEST model is established to analyze the macro environment of Xintang cowboy industry, and the five-force model is established to analyze the external competitive environment of Xintang cowboy industry. Establish SWOT model to analyze the advantages, disadvantages, opportunities and threats of Xintang cowboy industry. In the process of analysis, field investigation combined with sample survey was used to investigate the business situation of Xintang cowboy enterprise, and the network questionnaire was used to investigate the popularity of Xintang cowboy brand to understand the market popularity of Xintang cowboy brand. Through the analysis, this paper summarizes the current development of Xintang cowboy industry, and according to its own advantages and disadvantages, puts forward the product differentiation strategy, diversified management strategy and turnaround strategy for the further development of Xintang cowboy industry. In the light of the actual situation, the six major strategic plans for implementing the strategy are given, namely, "approaching consumers", "perfecting the product line", creating "cowboy headquarters", "3330" brand strategy, and "phasing out". The strategy of "restricting entry" of enterprises, the strategy of "big companies", the strategy of supply chain of "big brands", the strategy of "cooperation in running schools, training talents by order", the strategy of "introducing talents with high salaries", and the establishment of "research and development centers". The R & D strategy of "combination of industry-university-research".
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.86
[Abstract]:Guangzhou Xintang Town is a famous cowboy town in China, and the famous cowboy clothing town in China. After more than 30 years of development, the development of Xintang cowboy industry is facing the problems of rising labor cost, serious environmental pollution, weak brand competitiveness and so on. Under the present condition, how to transform the Xintang cowboy industry and make its own brand? It is an urgent problem to increase the profits of enterprises. In this paper, the future development strategy of Xintang cowboy industry is studied, the PEST model is established to analyze the macro environment of Xintang cowboy industry, and the five-force model is established to analyze the external competitive environment of Xintang cowboy industry. Establish SWOT model to analyze the advantages, disadvantages, opportunities and threats of Xintang cowboy industry. In the process of analysis, field investigation combined with sample survey was used to investigate the business situation of Xintang cowboy enterprise, and the network questionnaire was used to investigate the popularity of Xintang cowboy brand to understand the market popularity of Xintang cowboy brand. Through the analysis, this paper summarizes the current development of Xintang cowboy industry, and according to its own advantages and disadvantages, puts forward the product differentiation strategy, diversified management strategy and turnaround strategy for the further development of Xintang cowboy industry. In the light of the actual situation, the six major strategic plans for implementing the strategy are given, namely, "approaching consumers", "perfecting the product line", creating "cowboy headquarters", "3330" brand strategy, and "phasing out". The strategy of "restricting entry" of enterprises, the strategy of "big companies", the strategy of supply chain of "big brands", the strategy of "cooperation in running schools, training talents by order", the strategy of "introducing talents with high salaries", and the establishment of "research and development centers". The R & D strategy of "combination of industry-university-research".
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.86
【参考文献】
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