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论文编号：	11130
作者编号：	2220160565
上传时间：	2019/12/7 12:06:31
中文题目：	绍兴秀佳纺织有限公司发展战略研究
英文题目：	Research on Development Strategy of Shaoxing Xiujia Textile Co.Ltd.
指导老师：	郑轶松
中文关键字：	多元化；差异化；发展战略；纺织；核心竞争力
英文关键字：	Diversification；Differentiation；Development strategy；Textile；Core competitiveness
中文摘要：	作为传统的劳动密集型产业，纺织业属于绍兴地区支柱产业，对绍兴地区的就业和经济发展起到举足轻重的作用。但近年来随着原材料和人工成本增加，加上金融危机，外需不振等不利经济环境因素的影响，纺织企业在发展过程中也面临诸多困难。绍兴秀佳纺织有限公司经过多年的发展，一直对产品质量严格把关，注重公司技术发展培养，在江浙地区积累了一定的用户规模，具备一定的初期发展优势。但面对强有力的竞争对手以及有限的自身资源，企业必须充分发挥自身优势，形成自身独特竞争力，这样才能在激烈的竞争市场占据有利的地位。本文首先对国内外文献梳理进行梳理并结合相关理论，构建研究框架；其次结合本文研究的目的，将绍兴秀佳纺织有限公司作为研究对象，用PEST理论分析绍兴秀佳纺织有限公司宏观环境，用五力模型分析其所处行业市场环境，用公司价值链模型分析企业现有的内部环境，用SWOT理论分析绍兴秀佳纺织有限公司当前的优劣势、机会和威胁，并借助内外部因素评价矩阵和定量战略计划矩阵模型对各个因素进行定量分析。最后，根据分析结果，从优化企业组织结构、管理制度及价值链升级、强化产品技术能力以及完善财务资本管理四个方面提出绍兴秀佳纺织有限公司发展战略实施措施，并从多渠道营销、人力资源管理、客户服务管理、政府政策扶持、实施绩效考核以及企业文化发展等六个方面提出相应保障措施。本文以期可以为绍兴秀佳纺织有限公司发展提供一些思路，提高其竞争优势，帮助绍兴秀佳纺织有限公司整体业务朝着良性方向发展。
英文摘要：	As a traditional labor-intensive industry, textile industry is a pillar industry in Shaoxing, which plays a decisive role in the employment and economic development of Shaoxing. With the increasing cost of raw materials and labor, coupled with unfavorable economic factors such as financial crisis and decreased demand in the international market, textile enterprises are also facing many difficulties in the process of development. After years of development, Shaoxing Xiujia Textile Co., Ltd. has accumulated a certain scale of users in Jiangsu and Zhejiang regions. However, in the face of strong competitors and limited resources, with the aim to get a piece of the cake in the fiercely competitive market, enterprises must give full play to their advantages and form their unique competitiveness. This thesis firstly combs the literature at home and abroad and combines the relevant theories to construct the research framework; secondly, combining the purpose of this study, this paper takes Shaoxing Xiujia Textile Co. Ltd. as the research object, uses PEST theory to analyze the macro-environment of Shaoxing Xiujia Textile Co., Ltd., uses five-force model to analyze its industry market environment, uses Company Value Chain Model to analyze the existing internal environment of the enterprise, and uses SWOT theory to analyze Shaoxing Xiujia Textile Co., Ltd. Previous strengths and weaknesses, opportunities and threats, combined with the help of IFE, EFE and QSPM. Finally, according to the analysis results, this paper puts forward the implementation measures of Shaoxing Xiujia Textile Co., Ltd. from four aspects: optimizing the organizational structure, management system and value chain upgrading, strengthening the technical ability of products and improving the financial capital management, and from multi-channel marketing, human resource management, customer service management, government policy support, implementation of performance appraisal and corporate culture development The exhibition and other six aspects put forward corresponding safeguard measures. This thesis is written to provide some ideas for the development of Shaoxing Xiujia Textile Co. Ltd., improve its competitive advantage, and help the overall business of Shaoxing Xiujia Textile Co.Ltd. develop in a benign direction.
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