山东如意毛纺集团大客户合作战略分析

发布时间：2018-01-18 04:15

本文关键词：山东如意毛纺集团大客户合作战略分析　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国纺织品行业综合竞争力连续23年居全球首位,仍是纺织品服装第一供应大国。欧盟、美国和日本作为三大主要市场消费地区,近几年,由于我国纺织服装的生产成本不断上涨,导致美、日、欧等国的采购商开始将订单有计划、有步骤地向东南亚、南美、东欧以及土耳其等贸易保护国家转移。对此,山东如意率先通过加快产品结构调整、技术和经营模式创新、加强互联网智能化管理、产业整合以及品牌建设等多种措施,努力克服人民币升值、原料和人工成本上涨、需求减缓等各种不利因素影响,继续保持了增长的势头。山东如意毛纺集团积极相应国家号召,抢抓国家“一带一路”战略机遇,在“一带一路”沿线加速布局,促进纺织产业转移,建设智能化生产制造基地,提升产品质量,提高生产效率,产能由2013年的100万套西装量提升至2017年的300万套。面临当今美、日、欧等国家的订单转移和如意产能扩大的实际情况下,作为中国纺织服装行业的领军企业,山东如意集团始终坚持国际化经营战略,利用大客户80/20战略法则,对内持续的技术创新,对外越过批发商直接设立海外接单中心。运用全球资源配置和集团化的管理机制,研究国际市场需求,缩短研发周期,创新经营模式直接与大客户结成战略合作关系,从而让如意取得了技术、资本、价格等多方面优势,增强和加快了全球贸易步伐。在不同的国家,不同的市场,为了如意的发展赢取更大的利益。文章认为,中国纺织服装企业随着产业升级转型,不仅在生产加工能力有新突破,更具有给国外高端客户直接设计、加工出口的能力。本文通过分析企业定位、分析主要市场结构、锁定大客户目标、找出合作切入点、提出合作方案、实施大客户管理。以及山东如意集团成功的大客户营销案例、取得的经验等方面进行全面、系统的分析,最终形成完整的资料,为如意集团未来的发展提出建议。
[Abstract]:China's textile industry ranks first in the world for 23 consecutive years, and is still the largest supplier of textile and clothing. The European Union, the United States and Japan, as three major market consumer regions, in recent years. Due to the rising production costs of textile and clothing in China, buyers from the United States, Japan, Europe and other countries began to place orders to Southeast Asia and South America step by step. With regard to the transfer of trade protection countries from Eastern Europe to Turkey, Shandong Ruyi has taken the lead in strengthening intelligent management of the Internet by speeding up product restructuring, technological and business model innovation. Industrial integration and brand building and other measures to overcome the appreciation of the renminbi, raw materials and labor costs rise, demand slowed down and other adverse factors. Shandong Ruyi Wool Textile Group actively called on the country to seize the strategic opportunity of "Belt and Road", accelerate the layout along the "Belt and Road" line, and promote the transfer of the textile industry. Construction of intelligent manufacturing base, improve product quality, improve production efficiency, capacity from 2013 1 million suits to 2017 3 million sets. Facing the United States, Japan. Europe and other countries of the order transfer and Ruyi capacity expansion of the actual situation, as China's textile and clothing industry leader, Shandong Ruyi Group has always adhered to the international business strategy. With the strategic principle of "80/20", we can set up overseas receiving center directly through wholesalers, and use the global resource allocation and group management mechanism to study the international market demand. Shorten the research and development cycle, innovative business model and directly form a strategic partnership with major customers, so that Ruyi has achieved a variety of advantages in technology, capital, price, and so on. Strengthen and speed up the pace of global trade. In different countries, different markets, in order to achieve better development, the article believes that China's textile and clothing enterprises with industrial upgrading and transformation. Not only in the production and processing capacity has a new breakthrough, but also has the ability to directly design for foreign high-end customers, processing and export. This paper analyzes the position of the enterprise, analyzes the main market structure, lock in the target of large customers. Find out the cooperation breakthrough point, put forward the cooperation plan, implement the key account management. As well as Shandong Ruyi Group successful big account marketing case, the experience that obtains carries on the comprehensive, systematic analysis. Finally form a complete information for the future development of Ruyi Group recommendations.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.81;F274

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