石狮服装城经营战略分析

发布时间：2018-01-17 16:03

本文关键词：石狮服装城经营战略分析　出处：《华侨大学》2013年硕士论文　论文类型：学位论文

【摘要】：石狮是中国著名的纺织服装生产基地和集散地，因服装建市，以服装立市，2002年，被中国纺织工业协会、中国服装协会首批授予中国休闲服装名城称号，形成了一条以服装加工生产为核心，涵盖纺丝、纺织、纺机、漂染、成衣加工、辅料生产、设计研发、市场营销等各个领域的完整的纺织服装产业链，集群优势明显。于2010年年底，由石狮市政府投资建设的中国十大服装批发市场——石狮服装城在实现整合石狮原有服装市场，现达到基本繁荣，但仍存在如何实现持续繁荣发展，进一步促进纺织服装产业升级的目标的问题，因此，石狮服装城发展战略成为石狮服装城繁荣发展的第一要务。本文首先通过对目前石狮及至全国纺织服装市场环境，中国服装电子商务发展现状，以及服装市场今后的发展方向的研究。分析与探讨石狮服装城内外经营环境、经营战略定位和战略实施保障等方面内容，，并综合运用企业战略管理中的SWOT分析方法，对石狮服装城的战略目标设定、总体发展战略分析与选择、竞争战略分析与选择等进行思考；同时，根据石狮服装城项目发展的步骤，分别提出了短期、中期和长期目标。为了保障这些目标的实现又对石狮服装城战略的实施和保障进行了探讨，从经营主体、组织结构、人才引进、协会建设、周边配套等多个方面提出了实施和保障措施。文章共分为七章。绪论部分，主要介绍研究的背景、目的、意义及研究内容与方法。理论概述部分，主要引用战略的概念和本文主要分析工具。外部环境分析，主要针对国内纺织服装市场环境和石狮纺织服装市场环境进行分析，同时针对目前网络购物与实体店经营环境进行分析。内部环境分析，主要针对石狮服装城项目本身进行分析。石狮服装城经营战略定位，主要通过SWOT分析和相关数据支持，形成石狮服装城战略目标及总体发展战略。最后为石狮服装城战略实施与保障、与展望。
[Abstract]:Shishi is a famous textile and clothing production base and distribution center in China. In 2002, it was awarded the title of China Leisure clothing City by China Textile Industry Association and China Garment Association. Formed a garment processing production as the core, covering spinning, textile, spinning, bleaching, garment processing, accessories production, design, research and development, marketing and other fields of complete textile and clothing industry chain. At the end of 2010, Shishi Garment City, invested by the Shishi city government, realized the integration of the original clothing market of Shishi City, which was built by the government of Shishi City. However, there is still the problem of how to realize the sustainable prosperity and further promote the upgrading of textile and clothing industry. Therefore, the development strategy of Shishi Garment City has become the first priority of the prosperity and development of Shishi Garment City. In this paper, first of all, through the current Shishi and the national textile and clothing market environment, the current situation of e-commerce development of Chinese clothing. As well as the future development of the clothing market research, analysis and discussion of the Shishi clothing City inside and outside the operating environment, business strategy positioning and strategic implementation of the security and other aspects. And comprehensive use of the enterprise strategic management of the SWOT analysis method, Shishi clothing City strategic goal setting, overall development strategy analysis and choice, competitive strategy analysis and selection, and so on. At the same time, according to the development steps of Shishi Garment City project, the short, medium and long term goals are put forward respectively. In order to ensure the realization of these goals, the implementation and guarantee of Shishi Garment City strategy are discussed. The implementation and guarantee measures are put forward from the aspects of management main body, organization structure, talent introduction, association construction, peripheral supporting and so on. The article is divided into seven chapters. Introduction part, mainly introduces the background, purpose, significance, research content and methods. This paper mainly cites the concept of strategy and the main analysis tools. External environment analysis, mainly for the domestic textile and clothing market environment and Shishi textile and clothing market environment analysis. At the same time for the current network shopping and physical store business environment analysis. Internal environment analysis, mainly for the Shishi clothing City project itself analysis. Shishi clothing City business strategy positioning. Through SWOT analysis and related data support, the strategic goal and overall development strategy of Shishi Garment City are formed. Finally, the implementation and guarantee of Shishi Garment City Strategy and its prospect are discussed.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86

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