思妍时装（上海）有限公司竞争战略研究

发布时间：2018-01-20 00:16

本文关键词： 竞争战略全球价值链企业升级 SWOT分析　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内贸易经济的高速推进,人们物质消费水平的不断提高,外贸服装行业也得到了迅猛的发展,人们对产品服务和质量的要求和期望也越来越高。随着我国加入WTO,服装出口行业产生了巨变,一批国外知名品牌涌入国内市场,使国内企业在新的环境下面临着更大的挑战和更多的机遇。本文以思妍时装(上海)有限公司的发展为例,通过企业升级的原理和相关的全球价值链理论研究思妍时装的竞争策略和规划,以期对对思妍时装的发展和提升有所参考。本文在对综述前人理论基础的情况下,通过PEST模型研究了思妍时装所面临的外部宏观环境,通过波特的五力模型研究了外贸服装行业的竞争环境,并且从生产管理、组织管理和市场营销等多个方面研究了公司的内部资源。然后,利用SWOT方法组合分析了思妍时装自身的优势和劣势以及外部的机会与威胁,得出了有针对性的SWOT战略矩阵,进而制定了思妍时装的竞争战略。为了保障竞争战略的实施,本文从生产统筹、市场营销和客户服务等不同侧面给出了具体措施,以帮助企业完善升级路径,跻身全球价值链中的高端环节。
[Abstract]:With the rapid development of domestic trade economy and the constant improvement of people's material consumption, the foreign trade clothing industry has also got the swift and violent development. With China's entry into the WTO, the garment export industry has changed dramatically, and a number of well-known foreign brands have poured into the domestic market. Domestic enterprises in the new environment is facing greater challenges and more opportunities. This paper takes the development of Siyan Fashion (Shanghai) Co., Ltd as an example. Through the principle of enterprise upgrading and related global value chain theory to study Siyan fashion competition strategy and planning. In order to provide a reference for the development and promotion of Siyan fashion, this paper studies the external macro environment of Siyan fashion through PEST model under the condition of summarizing the theoretical basis of predecessors. This paper studies the competitive environment of the foreign trade clothing industry through Porter's five-force model, and studies the internal resources of the company from the aspects of production management, organizational management and marketing. This paper analyzes the strengths and weaknesses of Siyan fashion and the external opportunities and threats by using the SWOT method, and obtains the targeted SWOT strategy matrix. In order to ensure the implementation of the competition strategy, this paper gives specific measures from different aspects, such as production planning, marketing and customer service, to help enterprises improve the upgrade path. Step into the high end of the global value chain.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F272

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