【摘要】：廣州市新塘鎮(zhèn)是中國(guó)著名的“牛仔之鄉(xiāng)”、“中國(guó)牛仔服裝名鎮(zhèn)”。經(jīng)歷30多年的發(fā)展，新塘牛仔產(chǎn)業(yè)的發(fā)展面臨著勞動(dòng)力成本上升、環(huán)境污染嚴(yán)重、品牌競(jìng)爭(zhēng)力弱等問(wèn)題，在目前狀態(tài)下，如何對(duì)新塘牛仔實(shí)現(xiàn)產(chǎn)業(yè)進(jìn)行轉(zhuǎn)型，做出自己的品牌、增加企業(yè)利潤(rùn)是迫在眉睫的問(wèn)題。 本文對(duì)新塘牛仔產(chǎn)業(yè)的未來(lái)發(fā)展戰(zhàn)略進(jìn)行研究，分別建立了PEST模型分析新塘牛仔產(chǎn)業(yè)所處宏觀環(huán)境，建立五力模型對(duì)新塘牛仔產(chǎn)業(yè)的外部競(jìng)爭(zhēng)環(huán)境進(jìn)行分析，建立SWOT模型分析新塘牛仔產(chǎn)業(yè)具有的優(yōu)勢(shì)、劣勢(shì)和面臨的機(jī)會(huì)、威脅。 在分析過(guò)程中，采用實(shí)地調(diào)查結(jié)合抽樣調(diào)查調(diào)查新塘牛仔企業(yè)的經(jīng)營(yíng)狀況；采用網(wǎng)絡(luò)問(wèn)卷調(diào)查對(duì)目前新塘牛仔品牌的知名度進(jìn)行調(diào)查，了解新塘牛仔品牌的市場(chǎng)知名度。 通過(guò)分析，總結(jié)了新塘牛仔產(chǎn)業(yè)目前的發(fā)展情況，并根據(jù)其自身的優(yōu)勢(shì)和劣勢(shì)，提出了新塘牛仔產(chǎn)業(yè)進(jìn)一步發(fā)展的產(chǎn)品差異化戰(zhàn)略、多種經(jīng)營(yíng)戰(zhàn)略和扭轉(zhuǎn)型戰(zhàn)略，結(jié)合實(shí)際情況，并給出了實(shí)施戰(zhàn)略的六大戰(zhàn)略方案，分別是“走近消費(fèi)者”、“完善產(chǎn)品線”的市場(chǎng)戰(zhàn)略，打造“牛仔總部”、“3+3+30”的品牌戰(zhàn)略，“淘汰”、“限制進(jìn)入”的企業(yè)淘汰戰(zhàn)略，“大公司”、“大品牌”的供應(yīng)鏈戰(zhàn)略，“合作辦學(xué)、訂單式培養(yǎng)人才”、“高薪引進(jìn)人才”的人才戰(zhàn)略，，設(shè)立“研發(fā)中心”、“產(chǎn)學(xué)研相結(jié)合”的研發(fā)戰(zhàn)略。
[Abstract]:Guangzhou Xintang Town is a famous cowboy town in China, and the famous cowboy clothing town in China. After more than 30 years of development, the development of Xintang cowboy industry is facing the problems of rising labor cost, serious environmental pollution, weak brand competitiveness and so on. Under the present condition, how to transform the Xintang cowboy industry and make its own brand? It is an urgent problem to increase the profits of enterprises. In this paper, the future development strategy of Xintang cowboy industry is studied, the PEST model is established to analyze the macro environment of Xintang cowboy industry, and the five-force model is established to analyze the external competitive environment of Xintang cowboy industry. Establish SWOT model to analyze the advantages, disadvantages, opportunities and threats of Xintang cowboy industry. In the process of analysis, field investigation combined with sample survey was used to investigate the business situation of Xintang cowboy enterprise, and the network questionnaire was used to investigate the popularity of Xintang cowboy brand to understand the market popularity of Xintang cowboy brand. Through the analysis, this paper summarizes the current development of Xintang cowboy industry, and according to its own advantages and disadvantages, puts forward the product differentiation strategy, diversified management strategy and turnaround strategy for the further development of Xintang cowboy industry. In the light of the actual situation, the six major strategic plans for implementing the strategy are given, namely, "approaching consumers", "perfecting the product line", creating "cowboy headquarters", "3330" brand strategy, and "phasing out". The strategy of "restricting entry" of enterprises, the strategy of "big companies", the strategy of supply chain of "big brands", the strategy of "cooperation in running schools, training talents by order", the strategy of "introducing talents with high salaries", and the establishment of "research and development centers". The R & D strategy of "combination of industry-university-research".
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F426.86

【參考文獻(xiàn)】

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1 卞向陽(yáng);張e

本文編號(hào)：2448063