【摘要】：改革開(kāi)放以來(lái),我國(guó)服裝業(yè)經(jīng)歷了30年的高速發(fā)展。但自2012年以來(lái),國(guó)內(nèi)服裝行業(yè)遭遇了存貨大規(guī)模積壓的問(wèn)題,導(dǎo)致行業(yè)的發(fā)展速度出現(xiàn)較大的下降,這在休閑裝市場(chǎng)更為明顯。但至2013年底,行業(yè)發(fā)展已至拐點(diǎn),增速回暖已初見(jiàn)可能。目前,我國(guó)服裝業(yè)行業(yè)發(fā)展模式正發(fā)生轉(zhuǎn)變,開(kāi)始由外延擴(kuò)張逐漸進(jìn)入到內(nèi)生增長(zhǎng)階段。因此,在發(fā)展方式面臨轉(zhuǎn)型的時(shí)刻,國(guó)內(nèi)知名服裝企業(yè)如何應(yīng)對(duì)、未來(lái)發(fā)展前景如何將是值得研究的問(wèn)題。因此,本文正是選擇在行業(yè)發(fā)展方式面臨轉(zhuǎn)變的關(guān)鍵時(shí)點(diǎn),選取了行業(yè)內(nèi)的代表企業(yè)“浙江森馬服飾有限公司”,從宏觀經(jīng)濟(jì)情況、行業(yè)情況、公司情況三個(gè)方面進(jìn)行分析,認(rèn)為城鎮(zhèn)化將成為促使服裝行業(yè)發(fā)展的重要宏觀因素；服裝行業(yè)增速下降已至拐點(diǎn),回暖已初見(jiàn)可能；森馬服飾治理結(jié)構(gòu)完善,公司主營(yíng)業(yè)務(wù)、財(cái)務(wù)狀況較好,具備較強(qiáng)的核心競(jìng)爭(zhēng)力,結(jié)合盈利預(yù)測(cè),認(rèn)為公司具有較高的長(zhǎng)期投資價(jià)值。
[Abstract]:Since the reform and opening up, China's clothing industry has experienced 30 years of rapid development. But since 2012, the domestic clothing industry has encountered a large backlog of inventory, resulting in a large decline in the pace of development of the industry, which is more obvious in the casual clothing market. But by the end of 2013, the industry has reached an inflection point, the growth rate has begun to pick up. At present, the pattern of clothing industry in China is changing from extension to endogenous growth. Therefore, at the time of the transformation of the development mode, it is worth studying how to deal with the domestic famous clothing enterprises and what the future development prospects will be. Therefore, this paper chooses the key point of changing the development mode of the industry, selects the representative enterprise "Zhejiang Senma Apparel Co., Ltd" in the industry, analyzes from the macroeconomic situation, the industry situation, the company situation three aspects, carries on the analysis from the macroscopic economic situation, the industry situation, the company situation. It is believed that urbanization will become an important macro factor to promote the development of garment industry. Clothing industry growth has been reduced to the inflection point, warming has been seen initially possible; The management structure of Senma dress is perfect, the main business of the company is in good financial condition, and it has strong core competitive power. Combined with the forecast of profit, it is considered that the company has higher long-term investment value.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F406.7

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本文編號(hào)：2368785