绫致时装公司发展战略分析

XCLW51145  绫致时装公司发展战略分析  (字数：19362)

中文摘要

随着国家全面开放二胎政策，我国人口持续增长，对服装需求不断增加， 时尚休闲服装受到各国居民喜爱。在这种条件下，时尚休闲服装行业改变发展方式，采用网络购物方式，发展线上线下融合销售，给服装企业带来机遇，也带来挑战。本文分析了绫致时装（天津）有限公司，简述公司的基本概况及现状，采用PEST方法从经济、政治法律、社会文化、技术环境等方面分析公司所处外部环境，利用波特五力模型从新竞争者进入、同行业竞争情况、供应商、顾客的议价能力、替代品的替代能力等分析公司所处的行业环境，运用SWOT方法分析公司存在的优势、劣势、面临的机遇与威胁，清楚了解公司面临的行业环境、内外部环境和现有竞争力。通过分析发现公司存在同行业竞争对手增多，公司在价格、产品加工、产品质量、经营方式等方面相对较弱，产品竞争优势突显；在二三线城市市场份额小，东西部市场规模差异大，对销售造成一定威胁；公司没有结合东西部、二三线城乡收入差距建立合理的薪酬体系，致使员工流失情况比较严重；产品跟新速度快，常常出现供过于求的现象，导致货品积压过多；门店打折力度较大，顾客对新品持观望态度且出现撞衫情况突出，设计不够新颖，很多高收入群体对品牌档次产生怀疑，间接地损害了品牌形象等问题，针对公司存在的具体问题，进行了市场分析与预测 ，根据分析，预测公司战略目标，根据目标从公司总体战略出发选择市场发展战略，职能战略方面选择人力资源、财务、组织结构、市场营销等战略，根据这些战略采取市场扩张策略、合理规划人力资源、优化店铺组织结构等措施，以帮助公司在中国市场上更好地发展。

关键词：绫致时装公司；战略分析；战略选择；战略对策

English Abstract

With the comprehensive opening of the two-child policy, China's population continues to grow, the demand for clothing is increasing, fashion casual clothing by the residents of all countries. Under such conditions, the fashion and leisure clothing industry changes its development mode and adopts the shopping network mode to develop online and offline integrated sales, which brings both opportunities and challenges to clothing enterprises. This paper analyzes the twill Bestseller, the basic situation of the company, and the status quo, adopting PEST method from the economic, political, legal, social culture, technical environment and other aspects the external environment analysis of the company is located, using the potter five models from new competitors to enter, in the same industry competition situation, the supplier, customer's bargaining power, substitute for replacement ability analysis of industry environment, such as SWOT method to analyze the company existing strengths, weaknesses, opportunities and threats, the understanding of the industry environment, the internal and external environment of company faces and the existing competitiveness. Through analysis, it is found that the company has more competitors in the same industry, the company is relatively weak in price, product processing, product quality, business mode and other aspects, and the product competitive advantage is prominent. In the second and third-tier cities, the market share is small, and the scale difference between the eastern and western markets is large, which poses a certain threat to sales. The company has not established a reasonable salary system combining the urban-rural income gap between the east and the west, the second and third tier, resulting in serious staff turnover. Products with new speed, often appear oversupply phenomenon, resulting in overstock of goods; Stores discount larger efforts, the customer for new product appear wait and bump unlined upper garment is prominent, design is novel, many doubting brand grade of high-income groups, indirectly damage the brand image, in view of the specific problems of the company, the market analysis and forecast, according to the analysis, forecast the company strategic target, according to the target from the company's overall strategy based on market development strategy, In terms of functional strategy, human resources, finance, organizational structure, marketing and other strategies are selected. According to these strategies, measures such as market expansion strategy, rational planning of human resources, optimization of store organizational structure and enhancement of marketing ability are adopted to help the company develop better in the Chinese market.

Keywords：Bestseller;strategic analysis;strategic choice;trategic strategy

目录

中文摘要I

English AbstractII

前  言1

一、 绪论1

（一） 研究背景及意义1

（二） 主要研究内容2

二、 企业战略管理相关理论综述2

（一） 战略概述2

（二） 战略管理基本方法3

三、 绫致时装公司的发展现状分析5

（一） 绫致时装公司概况5

（二） 绫致时装公司一般环境分析8

（三） 绫致时装公司波特五力模型分析10

（四） 绫致时装公司SWOT分析13

（五） 中国休闲品牌服装市场分析与预测15

四、 绫致时装公司战略选择及对策分析19

（一） 公司战略的目标19

（二） 公司战略选择20

（三） 公司发展对策分析20

结  论22

参考文献23