雅戈尔集团多元化战略研究

发布时间：2018-04-27 21:31

本文选题：雅戈尔 + 多元化　；参考：《宁波大学》2014年硕士论文

【摘要】：素有“红帮裁缝”之乡美称的宁波，作为中国近代服装业的发祥地，涌现出雅戈尔、杉杉、罗蒙、唐狮等四大中国驰名商标，其以西服、衬衫为代表的男装颇具影响力。企业战略选择是关系到企业长期发展和持续经营的重要问题，其重要性毋庸置疑。在全球经济一体化的背景下，面对当前错综复杂的局面，以及来自自身发展需求和各种外部市场环境的诱惑，企业必须结合企业实际情况，制定发展战略，才能在激烈的市场竞争中实现可持续发展。据调查发现，目前宁波服装企业在企业发展战略选择上不约而同选择了多元化经营扩张战略。企业多元化发展战略的制定需要科学分析，企业应该根据自身情况，从资金组成、管理方式、技术条件、营销网络、生产设备、市场环境等各方面进行科学分析，根据自身的核心竞争力进行多元化发展战略的制定。因此如何科学地分析内、外部环境因素，确定前提条件，选择进入领域，把握战略时机，在巩固现有利润基础上，带来可持续效益成为阻碍当前企业发展的一大难题。宁波服装业的领军企业——雅戈尔集团，现在是以品牌服装为主业，房地产业务和金融股权投资业务多元化发展的企业。经过三十多年的发展逐步形成了较强的竞争力，但是也面临发展瓶颈，存在着主营业务增长停滞、房地产资金投入巨大、流动现金不足，短期偿还能力差、高库存，存货积压严重、主营业务品种单一，覆盖面窄、房地产投入和收益不成比例金融股权投资业务经营绩效不佳等一系列问题。本文首先介绍了研究背景与意义、理论基础、研究方法与思路；其次，运用PEST和“五力模型”分析了雅戈尔集团多元化战略的内外环境和能力现状，为制定雅戈尔集团今后的战略方向奠定基础；再次，对雅戈尔集团目前多元化战略存在的问题进行了分析，并运用SWOT分析方法，研究优劣势；最后，对雅戈尔集团今后的发展战略方向提出意见，并对实施进行风险防范。
[Abstract]:As the birthplace of China's modern garment industry, Ningbo, known as the hometown of "Red Gang tailors", has emerged four well-known trademarks of China, such as Youngor, Cunninghamia, Romon, and Tang Shi, whose men's clothing represented by western suits and shirts has considerable influence. The strategic choice of enterprises is an important issue related to the long-term development and continuous operation of enterprises, and its importance is beyond doubt. In the context of global economic integration, in the face of the current complex situation and the temptation from their own development needs and various external market environments, enterprises must formulate development strategies in the light of the actual situation of the enterprises. In order to achieve sustainable development in the fierce market competition. According to the investigation, Ningbo garment enterprises have chosen diversification expansion strategy. The establishment of enterprise diversification development strategy needs scientific analysis. According to its own situation, enterprises should make scientific analysis from the aspects of fund composition, management mode, technical condition, marketing network, production equipment, market environment, etc. According to the core competitiveness of their own diversification development strategy formulation. Therefore, how to scientifically analyze the internal and external environmental factors, determine the preconditions, choose to enter the field, grasp the strategic opportunity, consolidate the existing profits, and bring sustainable benefits has become a major obstacle to the development of current enterprises. Youngor Group, the leading enterprise in the clothing industry of Ningbo, is now a diversified enterprise with brand clothing as its main business, real estate business and financial equity investment business diversified. After more than 30 years of development, gradually formed a strong competitiveness, but also facing the bottleneck of development, there is a stagnation in the main business growth, real estate capital investment is huge, cash flow is insufficient, short-term repayment capacity is poor, high inventory, There are a series of problems, such as serious inventory backlog, single main business, narrow coverage, poor performance of financial equity investment business with disproportionate real estate investment and income, and so on. This paper first introduces the research background and significance, theoretical basis, research methods and ideas; secondly, using PEST and "five forces model" to analyze the internal and external environment and capability of Youngor Group diversification strategy. In order to lay the foundation for the future strategic direction of Youngor Group; thirdly, analyze the problems existing in the current diversification strategy of Youngor Group, and use the SWOT analysis method to study the advantages and disadvantages; finally, To Youngor group's future development strategy direction puts forward the opinion, and carries on the risk prevention to the implementation.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.86

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