深圳市东遇时装股份有限公司战略转型研究

发布时间：2018-01-30 23:01

本文关键词： 战略管理服装行业二次转型变革　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：经过30多年的改革开放，中国经济已经同世界经济融为一体，中国的各行各业都充分参与了国际分工，享受到了全球经济一体化带来的益处。在这一进化的历程中，，中国企业修炼了内功、掌握了部分核心技术与核心资源，以自信、高昂的姿态同世界级企业同台竞技。而企业管理，特别是企业的战略管理，即如何高效的配置、构造、协调内部资源以保持持续的竞争力，从而创造更高的企业价值，已经成为了企业是否能决胜商场的关键因素。深圳东遇时装股份有限公司是一家原创女性品牌服装民营企业，在经历了21年的市场搏击之后，由于在企业战略、产品研发、供应链管理、营销渠道、员工素质等等方面出现了规划与执行的失误，再加之国外品牌的进驻、本土品牌的崛起，企业已经由之前的服装领袖企业逐步失去了市场的应有地位。追思过往，企业认真思考企业病症，特别是在战略规划和决策方面的失策之处，以期公司能对症下药，快速实现企业的二次转型，提升市场的竞争力。本文采用了PESTG分析、波特五种竞争力分析、企业价值链分析等战略分析工具，力图对东遇公司面临的外部环境、内部资源进行全景扫描、分析、判断，从而制定出企业未来3年的战略目标及行动路线图。战略的有效实施，重点在于企业基础功能的健全与执行，在于战略的分解与贯彻，本文对公司转型的几个战略方向如组织架构再造、企业文化建设、人力资源管理、供应链管理、销售渠道管理、绩效管理等进行了剖析与建议。本文不仅对东遇公司的战略管理进行了研究，而且提出了方法、思路和建议，相信对公司的转型成功有一定的借鉴意义。
[Abstract]:After more than 30 years of reform and opening up, China's economy has been integrated with the world economy, China's various industries have fully participated in the international division of labor. Enjoy the benefits of global economic integration. In this evolutionary process, Chinese enterprises have developed internal skills, mastered some of the core technology and core resources in order to be confident. The high posture competes with the world class enterprise. And the enterprise management, especially the strategic management of the enterprise, that is, how to allocate, construct and coordinate the internal resources efficiently to maintain the sustainable competitiveness. Therefore, creating higher enterprise value has become the key factor of whether the enterprise can win the market. Shenzhen Dongyu Fashion Co., Ltd. is an original women's brand clothing private enterprises, after 21 years of fighting in the market, due to corporate strategy, product development, supply chain management, marketing channels. Staff quality and other aspects of the planning and implementation of the mistakes, coupled with the presence of foreign brands, the rise of local brands. The enterprise has gradually lost its due position in the market by the former clothing leader enterprises. After thinking about the past, the enterprises seriously think about the symptoms of the enterprise, especially in the strategic planning and decision-making mistakes. With a view to the company can respond to the case, rapid implementation of the second transformation of the enterprise, to enhance the competitiveness of the market. In this paper, PESTG analysis, Porter five competitiveness analysis, enterprise value chain analysis and other strategic analysis tools, trying to face the external environment, internal resources of Dongyue Company for panoramic scanning and analysis. Judge, thus draw up the strategic goal and action road map of the enterprise in the next 3 years. The effective implementation of the strategy lies in the perfection and implementation of the basic functions of the enterprise and the decomposition and implementation of the strategy. This paper focuses on several strategic directions of the transformation of the company such as organizational structure reconstruction and corporate culture construction. Human resource management, supply chain management, sales channel management, performance management are analyzed and suggested. This paper not only studies the strategic management of Dongyue Company, but also puts forward the methods, ideas and suggestions, which is believed to be useful for the success of the company's transformation.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.86

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