本文關(guān)鍵詞：新環(huán)境下江蘇中小紡織服裝企業(yè)發(fā)展戰(zhàn)略調(diào)整研究　出處：《南京工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：2008年以來，江蘇中小型紡織服裝企業(yè)經(jīng)歷了國際金融危機(jī)的嚴(yán)峻考驗(yàn)。隨著國際國內(nèi)經(jīng)濟(jì)的回暖，經(jīng)濟(jì)危機(jī)中死里逃生的中小紡織服裝企業(yè)運(yùn)行狀況逐漸改善，繼續(xù)為江蘇省的GDP、保障就業(yè)、維護(hù)區(qū)域經(jīng)濟(jì)穩(wěn)定等方面發(fā)揮舉足輕重的作用。然而，近幾年，江蘇中小紡織服裝企業(yè)又面臨著新的復(fù)雜而嚴(yán)峻的環(huán)境考驗(yàn)。發(fā)達(dá)國家市場需求低迷、人民幣升值加劇、貿(mào)易壁壘增多、原材料漲價、土地及勞動力提高、環(huán)保壓力增大等不利因素掣肘著江蘇中小紡織服裝企業(yè)發(fā)展與前行；與此同時，江蘇中小紡織服裝企業(yè)也面臨著電子商務(wù)高速發(fā)展，紡織服裝產(chǎn)業(yè)鏈的整合和一些列以扶持為主的國內(nèi)和江蘇的法律政策等機(jī)遇。不過總的來說，未來紡織服裝行業(yè)的競爭仍然是會更加激烈。 在新的發(fā)展環(huán)境下，江蘇中小紡織服裝企業(yè)的發(fā)展戰(zhàn)略暴露出了自身發(fā)展的弊病。生產(chǎn)結(jié)構(gòu)不合理、品牌建設(shè)能力有待提高、市場結(jié)構(gòu)失衡、融資困難、信息化程度不高、人才匱乏與管理水平低的自身缺點(diǎn)制約著江蘇中小紡織服裝企業(yè)的可持續(xù)發(fā)展與壯大。面對新的發(fā)展環(huán)境的變化，江蘇中小紡織服裝企業(yè)需要根據(jù)外部環(huán)境與自身發(fā)展的特點(diǎn)與不足，調(diào)整其發(fā)展戰(zhàn)略，學(xué)習(xí)國內(nèi)外先進(jìn)經(jīng)驗(yàn)，抓住機(jī)遇，迎接挑戰(zhàn)，，在新的發(fā)展環(huán)境中尋求企業(yè)的可持續(xù)發(fā)展。 本文首先考察了江蘇中小紡織服裝企業(yè)面臨的新的國際、國內(nèi)的經(jīng)濟(jì)政策環(huán)境、行業(yè)競爭環(huán)境，分析了江蘇中小紡織服裝企業(yè)發(fā)展存在問題，得出江蘇中小紡織服裝企業(yè)亟需戰(zhàn)略調(diào)整的結(jié)論，認(rèn)為江蘇中小紡織服裝企業(yè)應(yīng)繼續(xù)采用低成本戰(zhàn)略，在產(chǎn)品方面要采用集中戰(zhàn)略，在市場中應(yīng)采用多元化戰(zhàn)略；其次，本文從意大利中小紡織服裝企業(yè)建立聯(lián)合品牌，韓國中小紡織服裝企業(yè)充分挖掘細(xì)分市場中學(xué)習(xí)與借鑒他們的發(fā)展模式和實(shí)施戰(zhàn)略調(diào)整思路，另外，還對國內(nèi)的經(jīng)典案例進(jìn)行了分析；然后，從企業(yè)職能層面提出了江蘇省中小紡織服裝企業(yè)戰(zhàn)略調(diào)整的實(shí)施路徑；最后，提出實(shí)施戰(zhàn)略調(diào)整的具體建議，推進(jìn)信息化建設(shè)，提升信息化管理水平；建設(shè)企業(yè)聯(lián)合品牌，優(yōu)化營銷網(wǎng)絡(luò)；加強(qiáng)人力資源開發(fā)，塑造高素質(zhì)人才；實(shí)施技術(shù)上的提升和財務(wù)上的科學(xué)管理。
[Abstract]:Since 2008, Jiangsu small and medium-sized textile and garment enterprises have experienced a severe test of the international financial crisis. As the international and domestic economic recovery, a status in the economic crisis of small and medium-sized textile enterprises gradually improve, continue to protect the employment of Jiangsu province GDP, and plays an important role in maintaining regional stability. However, nearly in recent years, small and medium-sized textile clothing enterprises in Jiangsu are facing a new complex and severe environmental challenges. The downturn in demand in developed markets, the appreciation of the renminbi intensified, trade barriers increase, the prices of raw materials, land and labor force increase, increasing environmental pressures and other unfavorable factors impeding the development of Jiangsu small and medium-sized textile enterprises and forward; at the same time, small and medium-sized textile the clothing enterprises in Jiangsu is also facing the rapid development of e-commerce, the integration of textile and garment industry chain and a number of columns to support the main domestic And Jiangsu's legal policies, such as opportunities, but in general, the competition in the textile and garment industry in the future will still be more intense.
In a new development environment, development strategy of small and medium sized textile enterprises in Jiangsu exposed the shortcomings of their own development. Unreasonable production structure, brand building needs to be improved, the financing difficulties of imbalance, market structure, informatization level is not high, the level of talent shortage and low management shortcomings restrict the sustainable development of small and medium-sized textile and garment enterprises in Jiangsu the change and development. Facing the new development environment, Jiangsu small and medium-sized textile enterprises need according to the characteristics of the external environment and their own development and the insufficiency, adjust its development strategy, learning the advanced experience at home and abroad, seize the opportunity, meet the challenge, for the sustainable development of enterprises in the new development environment.
This paper first examines the facing small and medium-sized textile and garment enterprises in Jiangsu new international and domestic economic policy environment, industry competition environment, analyzes the development of small and medium-sized textile and garment enterprises in Jiangsu existing problems that need adjustment strategy of small and medium sized textile enterprises in Jiangsu. The conclusion, for small and medium-sized textile and garment enterprises in Jiangsu should continue to use low cost strategy to use the focus strategy in terms of products, in the market should adopt diversification strategy; secondly, this article from the Italy small and medium-sized textile enterprises to establish a joint brand, small and medium-sized textile and garment enterprises in South Korea fully dig market segments and learn from their development and implementation of strategic adjustment, in addition, also of the typical cases are analyzed; then the implementation path of Jiangsu Province, small and medium-sized textile and garment enterprise strategic adjustment proposed from the enterprise level functions; finally, proposed the implementation of war We should adjust the specific suggestions, push forward the informatization construction, improve the level of information management, build joint brand of enterprises, optimize marketing network, strengthen human resources development, create high-quality talents, implement technological upgrading and financial scientific management.

【學(xué)位授予單位】：南京工業(yè)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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