【摘要】： 本文主要從A服裝公司所面對的宏觀政策背景、行業(yè)競爭狀況的分析著手,利用PEST分析、五力模型、BCG矩陣、SWOT等戰(zhàn)略分析工具來分析公司內(nèi)外部環(huán)境以及公司當(dāng)前戰(zhàn)略,結(jié)合企業(yè)發(fā)展戰(zhàn)略的相關(guān)理論以及戰(zhàn)略管理理論的最近進展,評價公司現(xiàn)行戰(zhàn)略的成效,并在發(fā)展戰(zhàn)略的選擇和實施上提供如下建議:A服裝公司使命定位為:為女性朋友提供健康、舒適、漂亮、優(yōu)質(zhì)的內(nèi)衣;品牌戰(zhàn)略:多元化、國際化著名品牌;經(jīng)營理念:造就杰出人才,創(chuàng)建著名品牌,奔向美好生活;服務(wù)戰(zhàn)略:傳播企業(yè)文化、提供卓越服務(wù);市場戰(zhàn)略:引導(dǎo)并滿足市場的需求,在國內(nèi)市場采用攻擊與整合戰(zhàn)略并用,細分市場,迅速增大重點產(chǎn)品無痕文胸的份額,以低成本戰(zhàn)略開拓歐盟市場。戰(zhàn)略措施:為配合公司戰(zhàn)略目標(biāo)的實現(xiàn),將現(xiàn)有營銷隊伍拆分為國內(nèi)、國外兩個事業(yè)部,迅速占領(lǐng)細分市場。本人希望以上建議能為公司的決策層制定正確的發(fā)展戰(zhàn)略有所幫助,同時也希望能為更多的女性內(nèi)衣企業(yè)的生存與發(fā)展提供可借鑒的理論、思路和方法,進而進一步提高我國女性內(nèi)衣企業(yè)在國際市場中的整體競爭能力。
[Abstract]:This article mainly from A clothing company faces the macroscopic policy background, the industry competition situation analysis, uses the PEST analysis, the five forces model, the BCG matrix, the SWOT and so on strategic analysis tool to analyze the company internal and external environment as well as the company present strategy. Combined with the relevant theories of enterprise development strategy and the recent development of strategic management theory, the effectiveness of the company's current strategy is evaluated. And in the development strategy selection and implementation of the following suggestions: a clothing company's mission is: to provide women friends with healthy, comfortable, beautiful, high-quality underwear; Brand strategy: diversified, internationalized famous brand, management idea: bring up outstanding talents, establish famous brand, rush to better life, service strategy: propagate enterprise culture, provide excellent service; Market strategy: guide and meet the market demand, use attack and integration strategy in the domestic market, subdivide the market, rapidly increase the share of the key products, and open up the EU market with low cost strategy. Strategic measures: in order to cooperate with the realization of the company's strategic goal, the existing marketing team is divided into domestic and foreign two business departments, rapidly occupying the subdivision market. I hope that the above suggestions can be helpful for the decision-making level of the company to formulate a correct development strategy, but also hope to provide more women's underwear enterprises with the survival and development of the theory, ideas and methods can be used for reference. Further improve the overall competitiveness of Chinese women's underwear enterprises in the international market.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 黃駿達;G公司競爭戰(zhàn)略研究[D];華僑大學(xué);2011年

2 崔健;CCIC四川公司自愿性認(rèn)證市場競爭戰(zhàn)略探討[D];西南財經(jīng)大學(xué);2010年

3 王源麟;成都市HW時裝設(shè)計室發(fā)展戰(zhàn)略研究[D];西南財經(jīng)大學(xué);2009年

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本文編號：2304785