新环境下江苏中小纺织服装企业发展战略调整研究

发布时间：2018-01-09 18:05

本文关键词：新环境下江苏中小纺织服装企业发展战略调整研究　出处：《南京工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：2008年以来，江苏中小型纺织服装企业经历了国际金融危机的严峻考验。随着国际国内经济的回暖，经济危机中死里逃生的中小纺织服装企业运行状况逐渐改善，继续为江苏省的GDP、保障就业、维护区域经济稳定等方面发挥举足轻重的作用。然而，近几年，江苏中小纺织服装企业又面临着新的复杂而严峻的环境考验。发达国家市场需求低迷、人民币升值加剧、贸易壁垒增多、原材料涨价、土地及劳动力提高、环保压力增大等不利因素掣肘着江苏中小纺织服装企业发展与前行；与此同时，江苏中小纺织服装企业也面临着电子商务高速发展，纺织服装产业链的整合和一些列以扶持为主的国内和江苏的法律政策等机遇。不过总的来说，未来纺织服装行业的竞争仍然是会更加激烈。在新的发展环境下，江苏中小纺织服装企业的发展战略暴露出了自身发展的弊病。生产结构不合理、品牌建设能力有待提高、市场结构失衡、融资困难、信息化程度不高、人才匮乏与管理水平低的自身缺点制约着江苏中小纺织服装企业的可持续发展与壮大。面对新的发展环境的变化，江苏中小纺织服装企业需要根据外部环境与自身发展的特点与不足，调整其发展战略，学习国内外先进经验，抓住机遇，迎接挑战，，在新的发展环境中寻求企业的可持续发展。本文首先考察了江苏中小纺织服装企业面临的新的国际、国内的经济政策环境、行业竞争环境，分析了江苏中小纺织服装企业发展存在问题，得出江苏中小纺织服装企业亟需战略调整的结论，认为江苏中小纺织服装企业应继续采用低成本战略，在产品方面要采用集中战略，在市场中应采用多元化战略；其次，本文从意大利中小纺织服装企业建立联合品牌，韩国中小纺织服装企业充分挖掘细分市场中学习与借鉴他们的发展模式和实施战略调整思路，另外，还对国内的经典案例进行了分析；然后，从企业职能层面提出了江苏省中小纺织服装企业战略调整的实施路径；最后，提出实施战略调整的具体建议，推进信息化建设，提升信息化管理水平；建设企业联合品牌，优化营销网络；加强人力资源开发，塑造高素质人才；实施技术上的提升和财务上的科学管理。
[Abstract]:Since 2008, Jiangsu small and medium-sized textile and garment enterprises have experienced a severe test of the international financial crisis. As the international and domestic economic recovery, a status in the economic crisis of small and medium-sized textile enterprises gradually improve, continue to protect the employment of Jiangsu province GDP, and plays an important role in maintaining regional stability. However, nearly in recent years, small and medium-sized textile clothing enterprises in Jiangsu are facing a new complex and severe environmental challenges. The downturn in demand in developed markets, the appreciation of the renminbi intensified, trade barriers increase, the prices of raw materials, land and labor force increase, increasing environmental pressures and other unfavorable factors impeding the development of Jiangsu small and medium-sized textile enterprises and forward; at the same time, small and medium-sized textile the clothing enterprises in Jiangsu is also facing the rapid development of e-commerce, the integration of textile and garment industry chain and a number of columns to support the main domestic And Jiangsu's legal policies, such as opportunities, but in general, the competition in the textile and garment industry in the future will still be more intense.
In a new development environment, development strategy of small and medium sized textile enterprises in Jiangsu exposed the shortcomings of their own development. Unreasonable production structure, brand building needs to be improved, the financing difficulties of imbalance, market structure, informatization level is not high, the level of talent shortage and low management shortcomings restrict the sustainable development of small and medium-sized textile and garment enterprises in Jiangsu the change and development. Facing the new development environment, Jiangsu small and medium-sized textile enterprises need according to the characteristics of the external environment and their own development and the insufficiency, adjust its development strategy, learning the advanced experience at home and abroad, seize the opportunity, meet the challenge, for the sustainable development of enterprises in the new development environment.
This paper first examines the facing small and medium-sized textile and garment enterprises in Jiangsu new international and domestic economic policy environment, industry competition environment, analyzes the development of small and medium-sized textile and garment enterprises in Jiangsu existing problems that need adjustment strategy of small and medium sized textile enterprises in Jiangsu. The conclusion, for small and medium-sized textile and garment enterprises in Jiangsu should continue to use low cost strategy to use the focus strategy in terms of products, in the market should adopt diversification strategy; secondly, this article from the Italy small and medium-sized textile enterprises to establish a joint brand, small and medium-sized textile and garment enterprises in South Korea fully dig market segments and learn from their development and implementation of strategic adjustment, in addition, also of the typical cases are analyzed; then the implementation path of Jiangsu Province, small and medium-sized textile and garment enterprise strategic adjustment proposed from the enterprise level functions; finally, proposed the implementation of war We should adjust the specific suggestions, push forward the informatization construction, improve the level of information management, build joint brand of enterprises, optimize marketing network, strengthen human resources development, create high-quality talents, implement technological upgrading and financial scientific management.

【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.86

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