【摘要】：紡織品服裝工業(yè)作為重要的民生產(chǎn)業(yè)，“十二五”時(shí)期，我國(guó)紡織工業(yè)將接受更大的挑戰(zhàn)，本文以GF紡織品有限公司作為案例研究背景，研究表明，該公司的優(yōu)勢(shì)在削弱、威脅在加大。通過(guò)對(duì)GF紡織品出口企業(yè)面臨的各類因素分析，明確經(jīng)營(yíng)戰(zhàn)略調(diào)整的重點(diǎn)，使企業(yè)能夠及時(shí)有效的采取針對(duì)性措施。 論文采用SWOT分析法，首先對(duì)企業(yè)所面臨的環(huán)境，，包括產(chǎn)業(yè)環(huán)境和宏觀環(huán)境，并存的威脅和機(jī)會(huì)展開詳細(xì)討論其次對(duì)企業(yè)內(nèi)部的各種資源進(jìn)行了系統(tǒng)分析，并以上述分析為基礎(chǔ)，提出了企業(yè)經(jīng)營(yíng)的發(fā)展戰(zhàn)略。本文運(yùn)用了文獻(xiàn)研究法、理論和實(shí)踐相結(jié)合、數(shù)據(jù)分析的方法。全面收集我國(guó)紡織品服裝企業(yè)，特別是服裝企業(yè)的經(jīng)營(yíng)戰(zhàn)略的理論及實(shí)踐資料，對(duì)其經(jīng)驗(yàn)和教訓(xùn)進(jìn)行總結(jié)分析。運(yùn)用先進(jìn)的國(guó)際經(jīng)營(yíng)戰(zhàn)略理論，結(jié)合GF紡織品公司的狀況，提出適合GF紡織品公司的經(jīng)營(yíng)戰(zhàn)略：大力發(fā)展新型面料—甲殼素紡織面料、改變客戶集中度高的狀況，豐富和完善營(yíng)銷網(wǎng)絡(luò)體系，從而占據(jù)服裝零售行業(yè)的制高點(diǎn)。公司應(yīng)從營(yíng)銷網(wǎng)絡(luò)體系、供應(yīng)商、供應(yīng)鏈、經(jīng)營(yíng)制度、人才戰(zhàn)略、風(fēng)險(xiǎn)管理這幾方面進(jìn)行保障，打造品牌，增強(qiáng)核心競(jìng)爭(zhēng)力。 通過(guò)紡織品服裝出口企業(yè)面臨的挑戰(zhàn)的分析，有利于GF紡織品公司及時(shí)發(fā)現(xiàn)并解決存在的問(wèn)題；有利于企業(yè)準(zhǔn)確把握前景變化的趨勢(shì)，從而實(shí)現(xiàn)企業(yè)發(fā)展戰(zhàn)略的動(dòng)態(tài)管理。同時(shí)對(duì)國(guó)內(nèi)其他紡織品服裝企業(yè)也有很好的借鑒意義。
[Abstract]:Textile and garment industry, as an important industry of people's livelihood, will face more challenges during the 12th Five-Year Plan period. In this paper, GF Textile Co., Ltd. is taken as a case study background, the research shows that the advantages of this company are weakening. The threat is increasing. Through the analysis of all kinds of factors that GF textile export enterprises are faced with, the emphases of management strategy adjustment are made clear, so that enterprises can take timely and effective targeted measures. In this paper, SWOT analysis method is used. Firstly, the threats and opportunities that enterprises face, including industrial environment and macro environment, are discussed in detail. Secondly, various kinds of resources within enterprises are systematically analyzed and based on the above analysis. The development strategy of enterprise management is put forward. This article uses the literature research method, the theory and the practice unifies, the data analysis method. This paper collects the theory and practice data of the textile and garment enterprises, especially the clothing enterprises, and sums up their experiences and lessons. Applying the advanced international management strategy theory and combining the situation of GF textile company, the paper puts forward the management strategy suitable for GF textile company: vigorously developing new type fabric-chitin textile fabric, changing the situation of high customer concentration, Enrich and perfect the marketing network system, thus occupy the commanding point of the clothing retail industry. The company should guarantee marketing network system, supplier, supply chain, management system, talent strategy and risk management to build brand and enhance core competitiveness. Through the analysis of the challenges faced by textile and garment export enterprises, it is helpful for GF textile company to find out and solve the existing problems in time, to grasp the changing trend of the future accurately, and to realize the dynamic management of the enterprise's development strategy. At the same time, other textile and clothing enterprises in China also have a good reference significance.
【學(xué)位授予單位】：西安石油大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.81;F272

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