本文關(guān)鍵詞：石獅服裝城經(jīng)營(yíng)戰(zhàn)略分析　出處：《華僑大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：石獅是中國(guó)著名的紡織服裝生產(chǎn)基地和集散地，因服裝建市，以服裝立市，2002年，被中國(guó)紡織工業(yè)協(xié)會(huì)、中國(guó)服裝協(xié)會(huì)首批授予中國(guó)休閑服裝名城稱號(hào)，形成了一條以服裝加工生產(chǎn)為核心，涵蓋紡絲、紡織、紡機(jī)、漂染、成衣加工、輔料生產(chǎn)、設(shè)計(jì)研發(fā)、市場(chǎng)營(yíng)銷等各個(gè)領(lǐng)域的完整的紡織服裝產(chǎn)業(yè)鏈，集群優(yōu)勢(shì)明顯。于2010年年底，由石獅市政府投資建設(shè)的中國(guó)十大服裝批發(fā)市場(chǎng)——石獅服裝城在實(shí)現(xiàn)整合石獅原有服裝市場(chǎng)，現(xiàn)達(dá)到基本繁榮，但仍存在如何實(shí)現(xiàn)持續(xù)繁榮發(fā)展，進(jìn)一步促進(jìn)紡織服裝產(chǎn)業(yè)升級(jí)的目標(biāo)的問題，因此，石獅服裝城發(fā)展戰(zhàn)略成為石獅服裝城繁榮發(fā)展的第一要?jiǎng)?wù)。 本文首先通過對(duì)目前石獅及至全國(guó)紡織服裝市場(chǎng)環(huán)境，中國(guó)服裝電子商務(wù)發(fā)展現(xiàn)狀，以及服裝市場(chǎng)今后的發(fā)展方向的研究。分析與探討石獅服裝城內(nèi)外經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)戰(zhàn)略定位和戰(zhàn)略實(shí)施保障等方面內(nèi)容，，并綜合運(yùn)用企業(yè)戰(zhàn)略管理中的SWOT分析方法，對(duì)石獅服裝城的戰(zhàn)略目標(biāo)設(shè)定、總體發(fā)展戰(zhàn)略分析與選擇、競(jìng)爭(zhēng)戰(zhàn)略分析與選擇等進(jìn)行思考；同時(shí)，根據(jù)石獅服裝城項(xiàng)目發(fā)展的步驟，分別提出了短期、中期和長(zhǎng)期目標(biāo)。為了保障這些目標(biāo)的實(shí)現(xiàn)又對(duì)石獅服裝城戰(zhàn)略的實(shí)施和保障進(jìn)行了探討，從經(jīng)營(yíng)主體、組織結(jié)構(gòu)、人才引進(jìn)、協(xié)會(huì)建設(shè)、周邊配套等多個(gè)方面提出了實(shí)施和保障措施。 文章共分為七章。緒論部分，主要介紹研究的背景、目的、意義及研究?jī)?nèi)容與方法。理論概述部分，主要引用戰(zhàn)略的概念和本文主要分析工具。外部環(huán)境分析，主要針對(duì)國(guó)內(nèi)紡織服裝市場(chǎng)環(huán)境和石獅紡織服裝市場(chǎng)環(huán)境進(jìn)行分析，同時(shí)針對(duì)目前網(wǎng)絡(luò)購(gòu)物與實(shí)體店經(jīng)營(yíng)環(huán)境進(jìn)行分析。內(nèi)部環(huán)境分析，主要針對(duì)石獅服裝城項(xiàng)目本身進(jìn)行分析。石獅服裝城經(jīng)營(yíng)戰(zhàn)略定位，主要通過SWOT分析和相關(guān)數(shù)據(jù)支持，形成石獅服裝城戰(zhàn)略目標(biāo)及總體發(fā)展戰(zhàn)略。最后為石獅服裝城戰(zhàn)略實(shí)施與保障、與展望。
[Abstract]:Shishi is a famous textile and clothing production base and distribution center in China. In 2002, it was awarded the title of China Leisure clothing City by China Textile Industry Association and China Garment Association. Formed a garment processing production as the core, covering spinning, textile, spinning, bleaching, garment processing, accessories production, design, research and development, marketing and other fields of complete textile and clothing industry chain. At the end of 2010, Shishi Garment City, invested by the Shishi city government, realized the integration of the original clothing market of Shishi City, which was built by the government of Shishi City. However, there is still the problem of how to realize the sustainable prosperity and further promote the upgrading of textile and clothing industry. Therefore, the development strategy of Shishi Garment City has become the first priority of the prosperity and development of Shishi Garment City. In this paper, first of all, through the current Shishi and the national textile and clothing market environment, the current situation of e-commerce development of Chinese clothing. As well as the future development of the clothing market research, analysis and discussion of the Shishi clothing City inside and outside the operating environment, business strategy positioning and strategic implementation of the security and other aspects. And comprehensive use of the enterprise strategic management of the SWOT analysis method, Shishi clothing City strategic goal setting, overall development strategy analysis and choice, competitive strategy analysis and selection, and so on. At the same time, according to the development steps of Shishi Garment City project, the short, medium and long term goals are put forward respectively. In order to ensure the realization of these goals, the implementation and guarantee of Shishi Garment City strategy are discussed. The implementation and guarantee measures are put forward from the aspects of management main body, organization structure, talent introduction, association construction, peripheral supporting and so on. The article is divided into seven chapters. Introduction part, mainly introduces the background, purpose, significance, research content and methods. This paper mainly cites the concept of strategy and the main analysis tools. External environment analysis, mainly for the domestic textile and clothing market environment and Shishi textile and clothing market environment analysis. At the same time for the current network shopping and physical store business environment analysis. Internal environment analysis, mainly for the Shishi clothing City project itself analysis. Shishi clothing City business strategy positioning. Through SWOT analysis and related data support, the strategic goal and overall development strategy of Shishi Garment City are formed. Finally, the implementation and guarantee of Shishi Garment City Strategy and its prospect are discussed.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.86

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本文編號(hào)：1436937