JF纺织公司经营战略研究

发布时间：2018-04-14 19:01

本文选题：家纺行业 + JF纺织公司　；参考：《昆明理工大学》2013年硕士论文

【摘要】：2012年作为“十二五”规划第二年,家纺行业发展趋势良好。2012年中国家纺协会公布数据显示：“第一、二、三季度家纺行业1802家(2011年是1548家)规模以上企业,实现工业总产值1804亿元,同比增长13.6%,其中对国内的销售额大幅增加是行业平稳增长的主因。” 在2000年之前人们对家纺的需求主要是生活必须品,随着近几年居民收入大幅提高,人们对生活品质的要求也越来越高,对家纺的产品的要求也越来越高,开始重视装饰效果、个性化、低碳、绿色环保、保健等元素。但目前家用纺织品的人均消费所占消费性支出还不足1%。从国外家纺用品消费比率看,中国家纺行业有着巨大的发展空间。因此,“十二五”期间,发展家纺行业的主要任务是扩大内需；大胆创新,促进企业做强做大；提高产品的附加值等。本文是以一家典型的国有企业——JF纺织公司(原中国人民解放军第三五四二工厂)为研究对象,JF纺织公司主要生产家用纺织品类的床上用品为主。营销主要分成内销和外销两个部分,外销占70%,内销占30%,因为2012年国际经济形势不佳,外部境较差,不确定因素很多,公司的经营风险加大,所以公司准备重点开拓国内市场,但目前国内市场竞争越来越激烈,市场逐渐趋于成熟,并且整个行业产能过剩,企业必须大胆创新,寻找新的突破点。因此本论文在分析企业所处的宏观环境、行业发展情况、内部环境等因素,随后对JF纺织公司做SWOT分析,对企业现阶段的市场机会、面临挑战、企业优势和劣势进行分析,诊断企业的存在的主要问题,提出企业战略发展目标。本文为企业制定了JF纺织公司五年战略规划,结合企业远景,对目标进行具体分解落实,在实际的操作中根据实际情况对逻辑顺序和时间顺序做进一步的调整。公司战略实施首先进行内部管理提升,加强自身建设；第二淘汰不盈利的产品线；第三拓展国内渠道终端,建立强大的渠道网络；第四提升研发能力,实现差别化战略；第五研究消费者细分市场,实施多品牌战略。
[Abstract]:In 2012, as the second year of the 12th Five-Year Plan, the development trend of the home textile industry was good. The data released by the China Home Textile Association in 2012 showed: "in the first, second and third quarters, there were 1802 enterprises in the home textile industry (1548 in 2011).The total industrial output value is 180.4 billion yuan, an increase of 13.6% over the same period last year. The substantial increase in domestic sales is the main reason for the steady growth of the industry. "Before 2000, people's demand for home textiles was mainly essential for life. With the substantial increase in residents' income in recent years, people's demand for the quality of life has become higher and higher, and the demand for home textile products has also become higher and higher. They have begun to attach importance to decorative effects.Personalized, low carbon, green environmental protection, health care and other elements.But the household textile per capita consumption accounts for less than 1 consumption expenditure.From the consumption ratio of foreign home textile products, China home textile industry has a huge space for development.Therefore, during the 12th Five-Year Plan period, the main tasks of developing home textile industry are to expand domestic demand, to innovate boldly, to promote enterprises to become stronger and bigger, to improve the added value of products, and so on.In this paper, a typical state-owned enterprise, JF Textile Company (formerly the 3542 Factory of the Chinese people's Liberation Army) is taken as the research object. JF Textile Company mainly produces bedding for household textiles.Marketing is mainly divided into two parts: domestic sales and export sales. Export sales account for 70%, domestic sales account for 30%. Because the international economic situation is poor in 2012, the external environment is poor, there are many uncertain factors, and the company's business risks increase, so the company is prepared to focus on developing the domestic market.But at present the domestic market competition is more and more intense, the market gradually tends to mature, and the entire industry overcapacity, the enterprise must bold innovation, seeks the new breakthrough point.Therefore, this paper analyzes the macro environment, industry development, internal environment and other factors of the enterprise, and then does SWOT analysis on JF textile company, and analyzes the market opportunities, challenges, strengths and weaknesses of the enterprise at the present stage.To diagnose the main problems of the enterprise and put forward the strategic development goal of the enterprise.In this paper, the five-year strategic plan of JF Textile Company is formulated, and the target is decomposed and implemented in combination with the enterprise vision. In the actual operation, the logical order and the time sequence are further adjusted according to the actual situation.The implementation of the company strategy first carries on the internal management enhancement, strengthens own construction; second, eliminates the non-profitable product line; third, expands the domestic channel terminal, establishes the formidable channel network; fourth, promotes the research and development ability, realizes the differential strategy;Fifth, the study of consumer segmentation market, the implementation of multi-brand strategy.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.81

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