【摘要】：改革開放以來,我國服裝業(yè)經(jīng)歷了30年的高速發(fā)展。但自2012年以來,國內(nèi)服裝行業(yè)遭遇了存貨大規(guī)模積壓的問題,導致行業(yè)的發(fā)展速度出現(xiàn)較大的下降,這在休閑裝市場更為明顯。但至2013年底,行業(yè)發(fā)展已至拐點,增速回暖已初見可能。目前,我國服裝業(yè)行業(yè)發(fā)展模式正發(fā)生轉變,開始由外延擴張逐漸進入到內(nèi)生增長階段。因此,在發(fā)展方式面臨轉型的時刻,國內(nèi)知名服裝企業(yè)如何應對、未來發(fā)展前景如何將是值得研究的問題。因此,本文正是選擇在行業(yè)發(fā)展方式面臨轉變的關鍵時點,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)濟情況、行業(yè)情況、公司情況三個方面進行分析,認為城鎮(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,回暖已初見可能；森馬服飾治理結構完善,公司主營業(yè)務、財務狀況較好,具備較強的核心競爭力,結合盈利預測,認為公司具有較高的長期投資價值。
[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.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F406.7

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