【摘要】：紡織業(yè)是一個(gè)既傳統(tǒng)又時(shí)尚的行業(yè),它的傳統(tǒng)在于紡紗、織布是一個(gè)自人類(lèi)文明以來(lái)就一直存在的行業(yè),生生不息。它的時(shí)尚在于,隨著社會(huì)的進(jìn)步,科技的發(fā)展,各種新穎的面料、潮流的服裝不斷的改變著人們的生活,使人們的生活多姿多彩。紡織品滲透在人們工作生活的方方面面,紡織行業(yè)長(zhǎng)期在國(guó)民經(jīng)濟(jì)中占有重要的地位。但是當(dāng)前由于國(guó)際市場(chǎng)的不斷萎縮,國(guó)內(nèi)消費(fèi)趨于保守,紡織行業(yè)作為完全競(jìng)爭(zhēng)市場(chǎng),正遭受著巨大的挑戰(zhàn)。YF公司屬于浙江民營(yíng)紡織生產(chǎn)型企業(yè),以生產(chǎn)面料為主,同時(shí)擁有自營(yíng)進(jìn)出口權(quán),創(chuàng)立于1993年,隨后在2004年以后,相繼擴(kuò)大規(guī)模,投資新的產(chǎn)品線(xiàn)并投資了面料后整理加工的印染業(yè)務(wù)。通過(guò)二十多年的不懈努力,雖然在同類(lèi)產(chǎn)品的國(guó)內(nèi)外市場(chǎng)中保持了一定優(yōu)勢(shì)和占有量,但是仍然不容樂(lè)觀,YF公司面臨各種壓力,除了應(yīng)對(duì)市場(chǎng)壓力,對(duì)外還遭遇人民幣升值、各種成本上升、綠色壁壘等多種困難,對(duì)內(nèi)又必須面對(duì)自身先天不足,管理機(jī)制不夠健全,人員流動(dòng)大、內(nèi)耗嚴(yán)重等問(wèn)題。如何突破這一局面,迫在眉睫,在當(dāng)前形勢(shì)下,確定有效發(fā)展戰(zhàn)略并建立相應(yīng)實(shí)施保障措施具有十分重要的意義。本文在相關(guān)背景下,在戰(zhàn)略理論基礎(chǔ)上,對(duì)YF公司進(jìn)行了研究。全文共分五章。第一章,介紹了企業(yè)發(fā)展戰(zhàn)略的理論,戰(zhàn)略分析的方法和工具,這是本文的理論基礎(chǔ)。第二章,對(duì)YF公司展開(kāi)詳細(xì)分析,介紹公司發(fā)展歷程、公司生產(chǎn)規(guī)模、組織結(jié)構(gòu)、經(jīng)營(yíng)現(xiàn)狀等,以及公司當(dāng)前面臨的各種問(wèn)題及其困擾。第三章,對(duì)公司外部情況展開(kāi)分析,包括國(guó)際環(huán)境(各紡織生產(chǎn)國(guó)的情況,我國(guó)對(duì)外進(jìn)出口紡織市場(chǎng)情況),國(guó)內(nèi)紡織環(huán)境(PEST)和行業(yè)分析(波特五力),從而幫助公司在整個(gè)宏觀環(huán)境下的定位。第四章,分析公司內(nèi)部環(huán)境,通過(guò)企業(yè)經(jīng)營(yíng)數(shù)據(jù),內(nèi)部經(jīng)營(yíng)條件,和競(jìng)爭(zhēng)力分析來(lái)闡述。第五章,通過(guò)了解公司的使命愿景,對(duì)公司SWOT分析,制定符合本公司發(fā)展的戰(zhàn)略,并提供戰(zhàn)略實(shí)施的保障措施。通過(guò)理論聯(lián)系實(shí)際,本文力圖通過(guò)對(duì)YF公司的戰(zhàn)略分析對(duì)YF公司未來(lái)發(fā)展尋找到一條合適的發(fā)展之路并對(duì)行業(yè)內(nèi)同類(lèi)企業(yè)的發(fā)展起到一些建議和指導(dǎo)作用。
[Abstract]:Textile industry is a traditional and fashionable industry, its tradition lies in spinning, weaving is a human civilization since the existence of an industry, never-ending. Its fashion lies in, along with the social progress, the science and technology development, all kinds of novel fabrics, the fashion clothing is changing the people's life ceaselessly, makes the people's life colorful. Textile infiltration in all aspects of people's work and life, textile industry plays an important role in the national economy for a long time. However, due to the shrinking international market, domestic consumption tends to be conservative, the textile industry, as a fully competitive market, is facing enormous challenges. YF Company belongs to Zhejiang private textile production enterprises, mainly in the production of fabrics. At the same time own import and export right, founded in 1993, then after 2004, one after another, expanded the scale, invested in new product lines and fabric finishing and finishing printing and dyeing business. Through more than two decades of unremitting efforts, although the same products in the domestic and foreign markets to maintain a certain advantage and possession, but still not optimistic, YF Company is facing a variety of pressures, in addition to coping with market pressures, but also encountered the appreciation of the RMB, Many kinds of difficulties, such as rising costs, green barriers, and so on, must be faced with such problems as inherent deficiency, imperfect management mechanism, large mobility of personnel, serious internal friction and so on. How to break through this situation is urgent. Under the present situation, it is of great significance to determine the effective development strategy and establish the corresponding safeguard measures. In this paper, on the basis of the strategic theory, the YF company is studied under the relevant background. The full text is divided into five chapters. The first chapter introduces the theory of enterprise development strategy, the methods and tools of strategic analysis, which is the theoretical basis of this paper. In the second chapter, the YF company is analyzed in detail, including its development course, production scale, organization structure, management status and so on, as well as all kinds of problems and problems faced by the company at present. The third chapter analyzes the external situation of the company, including the international environment (the situation of each textile producing country, the situation of China's foreign import and export textile market), the domestic textile environment (PEST) and the industry analysis (Bott five forces), In order to help the company in the overall macro-environment positioning. Chapter IV, analysis of the internal environment of the company, through the business data, internal operating conditions, and competitiveness analysis to explain. The fifth chapter, through understanding the mission vision of the company, analyzes the company's SWOT, formulates the strategy in line with the development of the company, and provides safeguards for the implementation of the strategy. Through the combination of theory and practice, this paper tries to find a suitable way for the future development of YF Company through the strategic analysis of YF Company and has some suggestions and guidance for the development of similar enterprises in the industry.
【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】：2015
【分類(lèi)號(hào)】：F426.81;F272

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本文編號(hào)：2432256