本文選題：雅戈爾 + 多元化�。� 參考：《寧波大學(xué)》2014年碩士論文

【摘要】：素有“紅幫裁縫”之鄉(xiāng)美稱的寧波，作為中國近代服裝業(yè)的發(fā)祥地，涌現(xiàn)出雅戈爾、杉杉、羅蒙、唐獅等四大中國馳名商標(biāo)，其以西服、襯衫為代表的男裝頗具影響力。企業(yè)戰(zhàn)略選擇是關(guān)系到企業(yè)長期發(fā)展和持續(xù)經(jīng)營的重要問題，其重要性毋庸置疑。在全球經(jīng)濟(jì)一體化的背景下，面對當(dāng)前錯綜復(fù)雜的局面，以及來自自身發(fā)展需求和各種外部市場環(huán)境的誘惑，企業(yè)必須結(jié)合企業(yè)實際情況，制定發(fā)展戰(zhàn)略，才能在激烈的市場競爭中實現(xiàn)可持續(xù)發(fā)展。據(jù)調(diào)查發(fā)現(xiàn)，目前寧波服裝企業(yè)在企業(yè)發(fā)展戰(zhàn)略選擇上不約而同選擇了多元化經(jīng)營擴(kuò)張戰(zhàn)略。 企業(yè)多元化發(fā)展戰(zhàn)略的制定需要科學(xué)分析，企業(yè)應(yīng)該根據(jù)自身情況，從資金組成、管理方式、技術(shù)條件、營銷網(wǎng)絡(luò)、生產(chǎn)設(shè)備、市場環(huán)境等各方面進(jìn)行科學(xué)分析，根據(jù)自身的核心競爭力進(jìn)行多元化發(fā)展戰(zhàn)略的制定。因此如何科學(xué)地分析內(nèi)、外部環(huán)境因素，確定前提條件，選擇進(jìn)入領(lǐng)域，把握戰(zhàn)略時機(jī)，在鞏固現(xiàn)有利潤基礎(chǔ)上，帶來可持續(xù)效益成為阻礙當(dāng)前企業(yè)發(fā)展的一大難題。 寧波服裝業(yè)的領(lǐng)軍企業(yè)——雅戈爾集團(tuán)，現(xiàn)在是以品牌服裝為主業(yè)，房地產(chǎn)業(yè)務(wù)和金融股權(quán)投資業(yè)務(wù)多元化發(fā)展的企業(yè)。經(jīng)過三十多年的發(fā)展逐步形成了較強(qiáng)的競爭力，但是也面臨發(fā)展瓶頸，存在著主營業(yè)務(wù)增長停滯、房地產(chǎn)資金投入巨大、流動現(xiàn)金不足，短期償還能力差、高庫存，存貨積壓嚴(yán)重、主營業(yè)務(wù)品種單一，覆蓋面窄、房地產(chǎn)投入和收益不成比例金融股權(quán)投資業(yè)務(wù)經(jīng)營績效不佳等一系列問題。 本文首先介紹了研究背景與意義、理論基礎(chǔ)、研究方法與思路；其次，運(yùn)用PEST和“五力模型”分析了雅戈爾集團(tuán)多元化戰(zhàn)略的內(nèi)外環(huán)境和能力現(xiàn)狀，為制定雅戈爾集團(tuán)今后的戰(zhàn)略方向奠定基礎(chǔ)；再次，對雅戈爾集團(tuán)目前多元化戰(zhàn)略存在的問題進(jìn)行了分析，并運(yùn)用SWOT分析方法，研究優(yōu)劣勢；最后，對雅戈爾集團(tuán)今后的發(fā)展戰(zhàn)略方向提出意見，并對實施進(jìn)行風(fēng)險防范。
[Abstract]:As the birthplace of China's modern garment industry, Ningbo, known as the hometown of "Red Gang tailors", has emerged four well-known trademarks of China, such as Youngor, Cunninghamia, Romon, and Tang Shi, whose men's clothing represented by western suits and shirts has considerable influence. The strategic choice of enterprises is an important issue related to the long-term development and continuous operation of enterprises, and its importance is beyond doubt. In the context of global economic integration, in the face of the current complex situation and the temptation from their own development needs and various external market environments, enterprises must formulate development strategies in the light of the actual situation of the enterprises. In order to achieve sustainable development in the fierce market competition. According to the investigation, Ningbo garment enterprises have chosen diversification expansion strategy. The establishment of enterprise diversification development strategy needs scientific analysis. According to its own situation, enterprises should make scientific analysis from the aspects of fund composition, management mode, technical condition, marketing network, production equipment, market environment, etc. According to the core competitiveness of their own diversification development strategy formulation. Therefore, how to scientifically analyze the internal and external environmental factors, determine the preconditions, choose to enter the field, grasp the strategic opportunity, consolidate the existing profits, and bring sustainable benefits has become a major obstacle to the development of current enterprises. Youngor Group, the leading enterprise in the clothing industry of Ningbo, is now a diversified enterprise with brand clothing as its main business, real estate business and financial equity investment business diversified. After more than 30 years of development, gradually formed a strong competitiveness, but also facing the bottleneck of development, there is a stagnation in the main business growth, real estate capital investment is huge, cash flow is insufficient, short-term repayment capacity is poor, high inventory, There are a series of problems, such as serious inventory backlog, single main business, narrow coverage, poor performance of financial equity investment business with disproportionate real estate investment and income, and so on. This paper first introduces the research background and significance, theoretical basis, research methods and ideas; secondly, using PEST and "five forces model" to analyze the internal and external environment and capability of Youngor Group diversification strategy. In order to lay the foundation for the future strategic direction of Youngor Group; thirdly, analyze the problems existing in the current diversification strategy of Youngor Group, and use the SWOT analysis method to study the advantages and disadvantages; finally, To Youngor group's future development strategy direction puts forward the opinion, and carries on the risk prevention to the implementation.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.86

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