A服装公司发展战略研究
发布时间：2018-11-01 18:48
【摘要】： 本文主要从A服装公司所面对的宏观政策背景、行业竞争状况的分析着手,利用PEST分析、五力模型、BCG矩阵、SWOT等战略分析工具来分析公司内外部环境以及公司当前战略,结合企业发展战略的相关理论以及战略管理理论的最近进展,评价公司现行战略的成效,并在发展战略的选择和实施上提供如下建议:A服装公司使命定位为:为女性朋友提供健康、舒适、漂亮、优质的内衣;品牌战略:多元化、国际化著名品牌;经营理念:造就杰出人才,创建著名品牌,奔向美好生活;服务战略:传播企业文化、提供卓越服务;市场战略:引导并满足市场的需求,在国内市场采用攻击与整合战略并用,细分市场,迅速增大重点产品无痕文胸的份额,以低成本战略开拓欧盟市场。战略措施:为配合公司战略目标的实现,将现有营销队伍拆分为国内、国外两个事业部,迅速占领细分市场。本人希望以上建议能为公司的决策层制定正确的发展战略有所帮助,同时也希望能为更多的女性内衣企业的生存与发展提供可借鉴的理论、思路和方法,进而进一步提高我国女性内衣企业在国际市场中的整体竞争能力。
[Abstract]:This article mainly from A clothing company faces the macroscopic policy background, the industry competition situation analysis, uses the PEST analysis, the five forces model, the BCG matrix, the SWOT and so on strategic analysis tool to analyze the company internal and external environment as well as the company present strategy. Combined with the relevant theories of enterprise development strategy and the recent development of strategic management theory, the effectiveness of the company's current strategy is evaluated. And in the development strategy selection and implementation of the following suggestions: a clothing company's mission is: to provide women friends with healthy, comfortable, beautiful, high-quality underwear; Brand strategy: diversified, internationalized famous brand, management idea: bring up outstanding talents, establish famous brand, rush to better life, service strategy: propagate enterprise culture, provide excellent service; Market strategy: guide and meet the market demand, use attack and integration strategy in the domestic market, subdivide the market, rapidly increase the share of the key products, and open up the EU market with low cost strategy. Strategic measures: in order to cooperate with the realization of the company's strategic goal, the existing marketing team is divided into domestic and foreign two business departments, rapidly occupying the subdivision market. I hope that the above suggestions can be helpful for the decision-making level of the company to formulate a correct development strategy, but also hope to provide more women's underwear enterprises with the survival and development of the theory, ideas and methods can be used for reference. Further improve the overall competitiveness of Chinese women's underwear enterprises in the international market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86
本文编号：2304785
[Abstract]:This article mainly from A clothing company faces the macroscopic policy background, the industry competition situation analysis, uses the PEST analysis, the five forces model, the BCG matrix, the SWOT and so on strategic analysis tool to analyze the company internal and external environment as well as the company present strategy. Combined with the relevant theories of enterprise development strategy and the recent development of strategic management theory, the effectiveness of the company's current strategy is evaluated. And in the development strategy selection and implementation of the following suggestions: a clothing company's mission is: to provide women friends with healthy, comfortable, beautiful, high-quality underwear; Brand strategy: diversified, internationalized famous brand, management idea: bring up outstanding talents, establish famous brand, rush to better life, service strategy: propagate enterprise culture, provide excellent service; Market strategy: guide and meet the market demand, use attack and integration strategy in the domestic market, subdivide the market, rapidly increase the share of the key products, and open up the EU market with low cost strategy. Strategic measures: in order to cooperate with the realization of the company's strategic goal, the existing marketing team is divided into domestic and foreign two business departments, rapidly occupying the subdivision market. I hope that the above suggestions can be helpful for the decision-making level of the company to formulate a correct development strategy, but also hope to provide more women's underwear enterprises with the survival and development of the theory, ideas and methods can be used for reference. Further improve the overall competitiveness of Chinese women's underwear enterprises in the international market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86
【引证文献】
相关硕士学位论文 前3条
1 黄骏达;G公司竞争战略研究[D];华侨大学;2011年
2 崔健;CCIC四川公司自愿性认证市场竞争战略探讨[D];西南财经大学;2010年
3 王源麟;成都市HW时装设计室发展战略研究[D];西南财经大学;2009年
，本文编号：2304785
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