本文選題：家紡行業(yè) + JF紡織公司�。� 參考：《昆明理工大學(xué)》2013年碩士論文

【摘要】：2012年作為“十二五”規(guī)劃第二年,家紡行業(yè)發(fā)展趨勢良好。2012年中國家紡協(xié)會公布數(shù)據(jù)顯示：“第一、二、三季度家紡行業(yè)1802家(2011年是1548家)規(guī)模以上企業(yè),實現(xiàn)工業(yè)總產(chǎn)值1804億元,同比增長13.6%,其中對國內(nèi)的銷售額大幅增加是行業(yè)平穩(wěn)增長的主因。” 在2000年之前人們對家紡的需求主要是生活必須品,隨著近幾年居民收入大幅提高,人們對生活品質(zhì)的要求也越來越高,對家紡的產(chǎn)品的要求也越來越高,開始重視裝飾效果、個性化、低碳、綠色環(huán)保、保健等元素。但目前家用紡織品的人均消費所占消費性支出還不足1%。從國外家紡用品消費比率看,中國家紡行業(yè)有著巨大的發(fā)展空間。因此,“十二五”期間,發(fā)展家紡行業(yè)的主要任務(wù)是擴大內(nèi)需；大膽創(chuàng)新,促進企業(yè)做強做大；提高產(chǎn)品的附加值等。 本文是以一家典型的國有企業(yè)——JF紡織公司(原中國人民解放軍第三五四二工廠)為研究對象,JF紡織公司主要生產(chǎn)家用紡織品類的床上用品為主。營銷主要分成內(nèi)銷和外銷兩個部分,外銷占70%,內(nèi)銷占30%,因為2012年國際經(jīng)濟形勢不佳,外部境較差,不確定因素很多,公司的經(jīng)營風(fēng)險加大,所以公司準備重點開拓國內(nèi)市場,但目前國內(nèi)市場競爭越來越激烈,市場逐漸趨于成熟,并且整個行業(yè)產(chǎn)能過剩,企業(yè)必須大膽創(chuàng)新,尋找新的突破點。因此本論文在分析企業(yè)所處的宏觀環(huán)境、行業(yè)發(fā)展情況、內(nèi)部環(huán)境等因素,隨后對JF紡織公司做SWOT分析,對企業(yè)現(xiàn)階段的市場機會、面臨挑戰(zhàn)、企業(yè)優(yōu)勢和劣勢進行分析,診斷企業(yè)的存在的主要問題,提出企業(yè)戰(zhàn)略發(fā)展目標。 本文為企業(yè)制定了JF紡織公司五年戰(zhàn)略規(guī)劃,結(jié)合企業(yè)遠景,對目標進行具體分解落實,在實際的操作中根據(jù)實際情況對邏輯順序和時間順序做進一步的調(diào)整。公司戰(zhàn)略實施首先進行內(nèi)部管理提升,加強自身建設(shè)；第二淘汰不盈利的產(chǎn)品線；第三拓展國內(nèi)渠道終端,建立強大的渠道網(wǎng)絡(luò)；第四提升研發(fā)能力,實現(xiàn)差別化戰(zhàn)略；第五研究消費者細分市場,實施多品牌戰(zhàn)略。
[Abstract]:In 2012, as the second year of the 12th Five-Year Plan, the development trend of the home textile industry was good. The data released by the China Home Textile Association in 2012 showed: "in the first, second and third quarters, there were 1802 enterprises in the home textile industry (1548 in 2011).The total industrial output value is 180.4 billion yuan, an increase of 13.6% over the same period last year. The substantial increase in domestic sales is the main reason for the steady growth of the industry. "Before 2000, people's demand for home textiles was mainly essential for life. With the substantial increase in residents' income in recent years, people's demand for the quality of life has become higher and higher, and the demand for home textile products has also become higher and higher. They have begun to attach importance to decorative effects.Personalized, low carbon, green environmental protection, health care and other elements.But the household textile per capita consumption accounts for less than 1 consumption expenditure.From the consumption ratio of foreign home textile products, China home textile industry has a huge space for development.Therefore, during the 12th Five-Year Plan period, the main tasks of developing home textile industry are to expand domestic demand, to innovate boldly, to promote enterprises to become stronger and bigger, to improve the added value of products, and so on.In this paper, a typical state-owned enterprise, JF Textile Company (formerly the 3542 Factory of the Chinese people's Liberation Army) is taken as the research object. JF Textile Company mainly produces bedding for household textiles.Marketing is mainly divided into two parts: domestic sales and export sales. Export sales account for 70%, domestic sales account for 30%. Because the international economic situation is poor in 2012, the external environment is poor, there are many uncertain factors, and the company's business risks increase, so the company is prepared to focus on developing the domestic market.But at present the domestic market competition is more and more intense, the market gradually tends to mature, and the entire industry overcapacity, the enterprise must bold innovation, seeks the new breakthrough point.Therefore, this paper analyzes the macro environment, industry development, internal environment and other factors of the enterprise, and then does SWOT analysis on JF textile company, and analyzes the market opportunities, challenges, strengths and weaknesses of the enterprise at the present stage.To diagnose the main problems of the enterprise and put forward the strategic development goal of the enterprise.In this paper, the five-year strategic plan of JF Textile Company is formulated, and the target is decomposed and implemented in combination with the enterprise vision. In the actual operation, the logical order and the time sequence are further adjusted according to the actual situation.The implementation of the company strategy first carries on the internal management enhancement, strengthens own construction; second, eliminates the non-profitable product line; third, expands the domestic channel terminal, establishes the formidable channel network; fourth, promotes the research and development ability, realizes the differential strategy;Fifth, the study of consumer segmentation market, the implementation of multi-brand strategy.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272.3;F426.81

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相關(guān)期刊論文 前1條

1 ;家紡:行業(yè)形勢尚好 經(jīng)營壓力加大[J];紡織服裝周刊;2012年10期

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本文編號：1750604