文档介绍：合肥工业大学
硕士学位论文
SWIEC贸易有限公司发展战略研究
姓名:周翔
申请学位级别:硕士
专业:工商管理
指导教师:傅为忠
2010-09
SWIEC 贸易有限公司发展战略研究
摘要
近年来我国经济一直保持着快速、稳定、健康的发展,但是由于受到 2008
年国际金融风暴的影响,使得我国进入到产业结构调整升级的困难时期。纺织
行业历来是中国重要支柱行业,因此未来几年是纺织行业结构调整升级的关键
时期,也是纺织外贸企业发展的关键时期,所以研究和制定合理的纺织外贸企
业发展战略是相当重要的。
本文在立足于企业实际情况的基础上,运用企业战略管理研究的一般方法
和基本分析模型,对 SWIEC 贸易有限公司的发展战略进行了研究。本文分析
研究了 SWIEC 贸易有限公司所处的一般环境,运用竞争态势矩阵和外部因素
评价矩阵较深入的分析了公司的市场机会和威胁。并通过对 SWIEC 贸易有限
公司自身的资源和能力的分析,研究了公司的内部优势和劣势。然后,通过运
用 SWOT 矩阵分析等方法,制定了 SWIEC 公司发展战略规划。并从组织结构
建设、人力资源建设、营销渠道建设、品牌战略建设、企业文化建设五个方面
对实施战略的具体措施进行了阐述。
关键词:外贸企业; 纺织行业; 核心竞争力; 后向一体化战略
Study on the Development Strategy of SWIEC Trading
Co. Ltd.
ABSTRACT
In recent years, economy of China has been maintaining rapid, stable and
healthy development. However, China has entered into a period of industrial
restructuring and upgrading because of the international financial crisis since 2008.
The next few years is a critical period to adjust and upgrade the textile industry
which is always an important pillar industry in China, it is also a critical period to
develop foreign trade enterprises. It looks distinctly important to research and
develop rational enterprise development strategy of textile trade.
Based on the actual situation of enterprises, this thesis researched the
development strategy of SWIEC Trading Co., Ltd by the general methods of
strategic management and basic analytical model ; analyzed the general
environment to SWIEC Trading Co., Ltd; made a in-depth analysis for the
company's market opportunities and threats by use petitive profile matrix
(CPM)and the external factor evaluation matrix(EFE); and find out the
company's internal strengths and weakness by analyzing the SWIEC Trading
Limited resources and capacity. Subsequently, using the methods such as SWOT
matrix analysis, drew up a strategic planning for pany. Moreover, this
thesis described specific measures for strategies implementation from five ways