文档介绍：JS 公司发展战略研究
JS corporate growth strategic research
作者姓名冯建忠
学位类型专业硕士
学科、专业工商管理
研究方向战略管理
导师及职称李兴国教授
二○一○年十月
S 公司发展战略研究
摘要
国家《纺织工业调整与振兴规划》出台为服装业发展指明了方向,也极大地提振
了服装行业发展的信心。作为本课题研究,JS 公司很有借鉴和参考意义。JS 公司是
从事制式服装生产多年的老企业,借国家产业政策调整的契机,未来几年将是 JS 公
司发展的关键时期,也是 JS 公司实现品牌扩张、规模经营的战略机遇期。在此条件
下,研究和制定合理有效的公司发展战略显得尤为重要。
本文运用战略管理研究的基本分析模型和方法,对 JS 公司发展面临的外部环境、
内部资源及主要业务能力进行了全面、系统的分析,确立了“做强制式服装主业、实
现品牌扩张经营”的公司发展经营方向。通过本文研究,在做强制式服装主业方面,
采取集中化、差别化及人才战略,充分吸纳国际化设计人才,提高产品设计能力,加
强产品设计和市场推广,不断提高公司产品的国际市场竞争力,积极寻找市场突破口,
利用国际化营销手段,提高公司的规模效益;其它产品经营方面,采取竞争和合作的
方式,构建公司战略联盟。同时,制定了合理的战略实施对策与保障措施。
关键词:JS 公司;服装业;发展战略
II
JS corporate growth strategic research
Abstract
The country "the Textile industry Adjustment And Promotion Plan" appeared for the
apparel industry development to indicate the direction, also has inspired the clothing
profession development confidence enormously. As this topic research, JS Corporation has
much profits from and refers to the significance. JS Corporation is engaged in the service
pattern clothing to produce many year old enterprises, taking advantage of the country
industrial policy adjustment's turning point, next several years will be the JS corporate
growth crucial phase, is also JS Corporation realizes the brand to expand, the large-scale
management strategic opportunity time. Under this condition, the research and the
formulation reasonable effective corporate growth strategy appears especially important.
This article utilizes the strategy management study the basic anatomic model and the
method, faced the external environment, the internal resources and primary professional
ability to the JS corporate growth has carried prehensively, system's analysis,
established “has made pulsion type clothing principal work, realized the brand
expansion management” the corporate growth direction of