深圳市桃花季服饰有限公司战略分析

发布时间：2019-01-02 15:15

【摘要】：深圳市桃花季服饰有限公司是一家集内衣设计、生产、销售于一体的连锁型企业,企业成立于2008年。由于该公司成立时间较短,再加上企业成立之初正处金融危机,因而,企业的发展完全是粗放式的,虽然企业规模不断扩大,但企业效率下降、产品盈利能力不强,企业面临较大的生存压力。作者试图通过对本企业发展战略的研究,引导其充分利用自身优势,抓住市场机遇,规避市场风险,改善经营状况。本文以桃花季为研究实例,并结合当前服饰行业的特点及趋势,通过对企业拥有的内部资源与能力分析,企业宏观环境与微观环境分析,明确了企业目前的优势与劣势、外部的风险和机会,阐明了企业的核心竞争力、生存态势、经营方向、竞争战略,最后制定企业可供选择的战略方案及战略实施的方法及评估。本文涵盖了企业战略管理的基础理论,按照战略分析、战略制定、战略执行三步走的逻辑分析结构,采用PEST分析法、EFE矩阵、IFE矩阵,波特五力分析、SWOT分析模型、QSPM矩阵等工具,并结合企业实际的财务数据、人力资源数据等信息,得出桃花季应采取的企业战略、业务层战略以及职能战略；最后,论述了桃花季在竞争战略实施过程中的具体措施及战略控制,提出通过强化企业核心竞争力、建立新型企业文化等方面来保证战略最终生根发芽,达到硕果累累。
[Abstract]:Shenzhen Peach Flower season clothing Co., Ltd. is a underwear design, production, sales chain enterprises established in 2008. Due to the short time of its establishment and the fact that the company was in the midst of a financial crisis at the beginning of its establishment, the development of the enterprise is completely extensive. Although the scale of the enterprise is constantly expanding, the efficiency of the enterprise is declining, and the profitability of its products is not strong. Enterprises face greater pressure to survive. The author tries to guide the enterprises to make full use of their own advantages, seize the market opportunities, avoid market risks and improve their operating conditions through the study of the development strategy of the enterprises. Taking peach blossom season as an example, combined with the characteristics and trends of the current clothing industry, through the analysis of the internal resources and capabilities of the enterprises, the macro environment and the micro environment of the enterprises, this paper clarifies the advantages and disadvantages of the enterprises at present. The external risks and opportunities illustrate the core competitiveness, survival situation, business direction, competitive strategy, and finally make the strategic options for the enterprise and the implementation of the strategy method and evaluation. This paper covers the basic theory of enterprise strategic management, according to the logic analysis structure of strategic analysis, strategy formulation and strategy execution, adopts PEST analysis method, EFE matrix, IFE matrix, Porter five forces analysis, SWOT analysis model. QSPM matrix and other tools, combined with the actual financial data, human resources data and other information, the peach blossom season should be adopted by the enterprise strategy, business level strategy and function strategy; Finally, the paper discusses the concrete measures and strategic control of peach blossom season in the process of implementing competitive strategy, and puts forward that the strategy can finally take root and sprout and achieve fruitful results by strengthening the core competitiveness of enterprises and establishing a new enterprise culture.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F272

【共引文献】