本文選題：桂林QTX公司 + 衣架��； 參考：《廣西大學(xué)》2013年碩士論文

【摘要】：從20世紀(jì)以來(lái),在科技改革和國(guó)民生產(chǎn)力水平不斷改善的帶動(dòng)下,國(guó)家經(jīng)濟(jì)水平日漸提高,給老百姓的生活水平帶來(lái)的質(zhì)的飛越,人們對(duì)高品質(zhì)的衣架產(chǎn)品的需求日漸增大,為衣架所在行業(yè)帶來(lái)廣闊的前景。但隨著國(guó)家對(duì)可持續(xù)發(fā)展的要求以及對(duì)節(jié)能減排的重視,對(duì)衣架所處的竹木行業(yè)競(jìng)爭(zhēng)格局產(chǎn)生影響,行業(yè)內(nèi)的企業(yè)處于變革整新階段,機(jī)遇和風(fēng)險(xiǎn)共存。衣架屬于勞動(dòng)密集型產(chǎn)品,隨著經(jīng)濟(jì)的不斷增長(zhǎng)及林業(yè)資源的稀缺,導(dǎo)致低成本的人工及林、物業(yè)條件無(wú)法長(zhǎng)期存在,因此,必須對(duì)企業(yè)的發(fā)展戰(zhàn)略進(jìn)行長(zhǎng)遠(yuǎn)謀劃,以適應(yīng)新的競(jìng)爭(zhēng)格局,保持長(zhǎng)遠(yuǎn)發(fā)展。 桂林QTX家居用品集團(tuán)有限公司是廣西壯族自治區(qū)省級(jí)林業(yè)產(chǎn)業(yè)化龍頭企業(yè),是一家綜合性衣架生產(chǎn)集團(tuán),業(yè)務(wù)包括了種植、生產(chǎn)、銷售和研發(fā)。公司應(yīng)該采取何種戰(zhàn)略調(diào)整,以應(yīng)對(duì)行業(yè)內(nèi)競(jìng)爭(zhēng)環(huán)境和格局的轉(zhuǎn)變,從而使企業(yè)在新形勢(shì)下獲得戰(zhàn)略優(yōu)勢(shì),這是QTX公司有待解決的問(wèn)題。 本文在基于國(guó)內(nèi)外相關(guān)學(xué)者的研究的基礎(chǔ)上,以QTX公司為研究對(duì)象,大量搜集相關(guān)資料,對(duì)公司目前的外部環(huán)境和內(nèi)部環(huán)境進(jìn)行全面系統(tǒng)的梳理。外部環(huán)境采用PEST進(jìn)行分析,根據(jù)衣架所處行業(yè)特點(diǎn),分別分析了政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境和公司所在縣-荔浦縣的衣架產(chǎn)業(yè)；同時(shí)公司資源和能力進(jìn)行探討。 基于內(nèi)部資源和外部環(huán)境分析,本文運(yùn)用戰(zhàn)略管理理論中的SWOT分析工具,識(shí)別出在國(guó)家對(duì)西部大開(kāi)發(fā)的大力支持和相應(yīng)“三免一補(bǔ)”等優(yōu)惠政策的出臺(tái)等機(jī)會(huì),企業(yè)擁有完善的供應(yīng)鏈和專業(yè)銷售渠道的優(yōu)勢(shì),以及面臨廣西經(jīng)濟(jì)重心南移等威脅,公司適合的發(fā)展戰(zhàn)略是以構(gòu)建自身品牌的品牌戰(zhàn)略。 為了保障企業(yè)發(fā)展戰(zhàn)略的成功實(shí)施,從樹立品牌觀念、塑造品牌形象、推廣品牌、提高品牌、保護(hù)品牌等幾個(gè)方面入手,制定相應(yīng)策略,以有利于公司的可持續(xù)發(fā)展。
[Abstract]:Since the 20th century, driven by the scientific and technological reform and the continuous improvement in the level of national productivity, the national economic level has gradually improved, and the quality of living standards of the common people has been overtaken, and the demand for high-quality clothes hanger products has increased day by day. For the hanger industry brings broad prospects. However, with the demand of sustainable development and the importance of energy saving and emission reduction, the competition pattern of bamboo and wood industry in clothes hanger is affected, and the enterprises in the industry are in the new stage of transformation, opportunities and risks coexist. Clothes hangers are labor-intensive products. With the continuous growth of economy and the scarcity of forestry resources, the low cost of labor and forest, property conditions can not exist for a long time, therefore, we must plan the development strategy of enterprises for a long time. In order to adapt to the new competition pattern, maintain long-term development. Guilin QTX Home products Group Co., Ltd. is a provincial forestry industrialization leading enterprise in Guangxi Zhuang Autonomous region, is a comprehensive garment hanger production group, business includes planting, production, sales and research. What kind of strategic adjustment should the company adopt in order to cope with the change of the competition environment and pattern in the industry, so that the enterprise can gain the strategic advantage in the new situation, which is the problem to be solved by QTX Company. Based on the research of domestic and foreign scholars, this paper takes QTX Company as the research object, collects a large number of relevant information, and makes a comprehensive and systematic analysis of the current external and internal environment of the company. The external environment is analyzed by PEST. According to the characteristics of the industry, the political and legal environment, the economic environment, the social and cultural environment, the technical environment and the hangers industry in the county-Lipu county of the company are analyzed respectively. At the same time, the company's resources and capabilities are discussed. Based on the analysis of internal resources and external environment, this paper uses the SWOT analysis tool in the strategic management theory to identify the opportunities of the country's vigorous support for the development of the western region and the corresponding preferential policies such as "three exemptions and one supplement". The enterprise has the advantage of perfect supply chain and professional sales channel, and faces the threat of Guangxi economic center moving southward. The suitable development strategy of the company is to build its own brand strategy. In order to ensure the successful implementation of the development strategy of the enterprise, the author establishes the concept of brand, molds the brand image, popularizes the brand, improves the brand, protects the brand and so on, and formulates the corresponding strategy in order to benefit the sustainable development of the company.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.8

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本文編號(hào)：1853588