本文關(guān)鍵詞： 競(jìng)爭(zhēng)戰(zhàn)略 全球價(jià)值鏈 企業(yè)升級(jí) SWOT分析　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國(guó)內(nèi)貿(mào)易經(jīng)濟(jì)的高速推進(jìn),人們物質(zhì)消費(fèi)水平的不斷提高,外貿(mào)服裝行業(yè)也得到了迅猛的發(fā)展,人們對(duì)產(chǎn)品服務(wù)和質(zhì)量的要求和期望也越來(lái)越高。隨著我國(guó)加入WTO,服裝出口行業(yè)產(chǎn)生了巨變,一批國(guó)外知名品牌涌入國(guó)內(nèi)市場(chǎng),使國(guó)內(nèi)企業(yè)在新的環(huán)境下面臨著更大的挑戰(zhàn)和更多的機(jī)遇。本文以思妍時(shí)裝(上海)有限公司的發(fā)展為例,通過(guò)企業(yè)升級(jí)的原理和相關(guān)的全球價(jià)值鏈理論研究思妍時(shí)裝的競(jìng)爭(zhēng)策略和規(guī)劃,以期對(duì)對(duì)思妍時(shí)裝的發(fā)展和提升有所參考。本文在對(duì)綜述前人理論基礎(chǔ)的情況下,通過(guò)PEST模型研究了思妍時(shí)裝所面臨的外部宏觀環(huán)境,通過(guò)波特的五力模型研究了外貿(mào)服裝行業(yè)的競(jìng)爭(zhēng)環(huán)境,并且從生產(chǎn)管理、組織管理和市場(chǎng)營(yíng)銷等多個(gè)方面研究了公司的內(nèi)部資源。然后,利用SWOT方法組合分析了思妍時(shí)裝自身的優(yōu)勢(shì)和劣勢(shì)以及外部的機(jī)會(huì)與威脅,得出了有針對(duì)性的SWOT戰(zhàn)略矩陣,進(jìn)而制定了思妍時(shí)裝的競(jìng)爭(zhēng)戰(zhàn)略。為了保障競(jìng)爭(zhēng)戰(zhàn)略的實(shí)施,本文從生產(chǎn)統(tǒng)籌、市場(chǎng)營(yíng)銷和客戶服務(wù)等不同側(cè)面給出了具體措施,以幫助企業(yè)完善升級(jí)路徑,躋身全球價(jià)值鏈中的高端環(huán)節(jié)。
[Abstract]:With the rapid development of domestic trade economy and the constant improvement of people's material consumption, the foreign trade clothing industry has also got the swift and violent development. With China's entry into the WTO, the garment export industry has changed dramatically, and a number of well-known foreign brands have poured into the domestic market. Domestic enterprises in the new environment is facing greater challenges and more opportunities. This paper takes the development of Siyan Fashion (Shanghai) Co., Ltd as an example. Through the principle of enterprise upgrading and related global value chain theory to study Siyan fashion competition strategy and planning. In order to provide a reference for the development and promotion of Siyan fashion, this paper studies the external macro environment of Siyan fashion through PEST model under the condition of summarizing the theoretical basis of predecessors. This paper studies the competitive environment of the foreign trade clothing industry through Porter's five-force model, and studies the internal resources of the company from the aspects of production management, organizational management and marketing. This paper analyzes the strengths and weaknesses of Siyan fashion and the external opportunities and threats by using the SWOT method, and obtains the targeted SWOT strategy matrix. In order to ensure the implementation of the competition strategy, this paper gives specific measures from different aspects, such as production planning, marketing and customer service, to help enterprises improve the upgrade path. Step into the high end of the global value chain.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;F272

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