本文選題：沖鋒衣 + 競(jìng)爭(zhēng)戰(zhàn)略��； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：隨著人們對(duì)戶外運(yùn)動(dòng)和自然的興趣日益增加,以及對(duì)保持健康生活方式重要性的意識(shí)提高,使得沖鋒衣發(fā)展勢(shì)頭迅猛,成為了戶外用品市場(chǎng)的重要組成部分。目前我國(guó)沖鋒衣品牌量逐年遞增,價(jià)格戰(zhàn)和同質(zhì)化競(jìng)爭(zhēng)趨于白熱化。企業(yè)難以在競(jìng)爭(zhēng)激烈的市場(chǎng)中尋求增長(zhǎng),這一現(xiàn)象對(duì)我國(guó)沖鋒衣企業(yè)的戰(zhàn)略思維和戰(zhàn)略選擇提出了新的要求與挑戰(zhàn)。企業(yè)如何選擇適合自身發(fā)展的戰(zhàn)略模式,扭轉(zhuǎn)競(jìng)爭(zhēng)態(tài)勢(shì),成為我國(guó)沖鋒衣企業(yè)不得不探索的問(wèn)題。本文通過(guò)分析我國(guó)沖鋒衣行業(yè)的現(xiàn)狀和問(wèn)題,運(yùn)用PEST模型、波特五力模型和SWOT模型等工具對(duì)我國(guó)沖鋒衣行業(yè)發(fā)展環(huán)境與戰(zhàn)略模式進(jìn)行了分析,并提出不同企業(yè)應(yīng)進(jìn)行不同戰(zhàn)略模式的選擇。本文研究的主要內(nèi)容及創(chuàng)新點(diǎn)如下:(1)分析了我國(guó)沖鋒衣行業(yè)存在的問(wèn)題及其發(fā)展環(huán)境。通過(guò)分析得出"品牌缺乏核心競(jìng)爭(zhēng)力"、"發(fā)展渠道單一"、"戰(zhàn)略缺失"、"管理理念落后"等問(wèn)題是導(dǎo)致我國(guó)沖鋒衣行業(yè)競(jìng)爭(zhēng)力弱、渠道混亂、發(fā)展停滯不前的主要障礙因素。(2)分析了我國(guó)沖鋒衣行業(yè)的外部環(huán)境與競(jìng)爭(zhēng)環(huán)境。首先,通過(guò)PEST模型工具分析得出我國(guó)政策支持力度、經(jīng)濟(jì)發(fā)展水平與社會(huì)整體環(huán)境均有利于沖鋒衣行業(yè)的發(fā)展,但我國(guó)技術(shù)環(huán)境嚴(yán)重制約了沖鋒衣企業(yè)的可持續(xù)發(fā)展。其次,通過(guò)波特五力模型分析我國(guó)沖鋒衣行業(yè)的競(jìng)爭(zhēng)環(huán)境發(fā)現(xiàn),供應(yīng)商、消費(fèi)者與行業(yè)內(nèi)現(xiàn)有競(jìng)爭(zhēng)者都對(duì)我國(guó)沖鋒衣企業(yè)帶來(lái)較大的威脅,而新進(jìn)入者和替代品的威脅則相對(duì)較弱。(3)分析了我國(guó)沖鋒衣行業(yè)發(fā)展戰(zhàn)略模式的優(yōu)劣勢(shì)。通過(guò)SWOT工具分析得出,我國(guó)沖鋒衣企業(yè)應(yīng)當(dāng)結(jié)合行業(yè)的生產(chǎn)、產(chǎn)業(yè)鏈與市場(chǎng)大容量的優(yōu)勢(shì),抓住國(guó)家宏觀政策支持、居民消費(fèi)能力增強(qiáng)與互聯(lián)網(wǎng)發(fā)展的機(jī)遇,逐步解決行業(yè)的技術(shù)、品牌、監(jiān)管、人才匱乏與缺乏戰(zhàn)略意識(shí)的劣勢(shì),進(jìn)而改善科技發(fā)展環(huán)境與強(qiáng)大競(jìng)爭(zhēng)者的威脅。(4)提出了不同類別沖鋒衣企業(yè)應(yīng)做出不同戰(zhàn)略模式的選擇。通過(guò)分析我國(guó)沖鋒衣行業(yè)產(chǎn)業(yè)鏈,將沖鋒衣企業(yè)分為生產(chǎn)商企業(yè)、品牌商企業(yè)和零售商企業(yè),再根據(jù)規(guī)模大小將其分為大型沖鋒衣企業(yè)和中小型沖鋒衣企業(yè)。不同的沖鋒衣企業(yè)在不同的發(fā)展階段所處現(xiàn)狀不同,在明確各個(gè)戰(zhàn)略的優(yōu)劣勢(shì)以及企業(yè)所處的發(fā)展階段后做出適當(dāng)?shù)膽?zhàn)略選擇。
[Abstract]:With the increasing interest in outdoor sports and nature, and the awareness of the importance of maintaining a healthy lifestyle, the trend of the development of emergency clothing has become an important part of the outdoor products market. At present, the quantity of our country's emergency clothing brand is increasing year by year, the price war and the same quality competition tend to be heated. It is difficult for enterprises to seek growth in the competitive market. This phenomenon has put forward new requirements and challenges to the strategic thinking and strategic choice of our country's storm-clothing enterprises. How to choose a strategic model suitable for their own development and reverse the competitive situation has become a problem that our country's storm-clothing enterprises have to explore. This paper analyzes the current situation and problems of China's emergency clothing industry, and analyzes the development environment and strategic model of China's surge clothing industry by means of PEST model, Porter's five-force model and SWOT model. It also points out that different enterprises should choose different strategic models. The main contents and innovations of this paper are as follows: 1. Through the analysis, it is concluded that the problems of "lack of core competence of brand", "single channel of development", "lack of strategy" and "backward management concept" lead to weak competitiveness and confusion of channels in China's emergency clothing industry. This paper analyzes the external environment and competition environment of China's emergency clothing industry. First of all, through the analysis of PEST model tools, it is concluded that the policy support, the level of economic development and the overall social environment are favorable to the development of the industry, but the technological environment of our country seriously restricts the sustainable development of the enterprise. Secondly, through the analysis of the competitive environment of China's emergency clothing industry by Porter's five-force model, it is found that suppliers, consumers and existing competitors in the industry all pose a great threat to the enterprises in our country. The threat of new entrants and substitutes is relatively weak. Through the analysis of SWOT tools, it is concluded that China's rush clothing enterprises should combine the advantages of industry production, industrial chain and large capacity of the market, seize the national macro policy support, enhance the consumption power of residents and the opportunity of the development of the Internet. Gradually solve the disadvantages of technology, brand, supervision, talent shortage and lack of strategic consciousness, and then improve the development environment of science and technology and the threat of strong competitors. Based on the analysis of the industry chain of the emergency clothing industry in our country, the enterprise is divided into manufacturer, brand and retailer, and then, according to the size of the enterprise, it is divided into large and medium and small punching enterprises. The status quo of different enterprises in different stages of development is different. After making clear the advantages and disadvantages of each strategy and the development stage of the enterprise, the appropriate strategic choice is made.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F272;F426.86

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