天成家纺有限公司发展战略的研究

华中科技大学硕士学位论文天成家纺有限公司发展战略的研究姓名：梁田申请学位级别：硕士专业：工商管理指导教师：王宗军20040428IWTOSWOTSOWOSTWTQSPM:IIAbstractWiththeChina’sentrytotheWTO,thetowelindustryinChinawillfacemanynewopportunities.Ontheotherhand,lotsofchallengesarise.Abroad,non-tariffbarracksismoreandmoreobvious.Inthedomesticmarket,rivalisnumerous,Thethresholdofenvironmentalprotectionismoreandmorehigher.HowtobreakthesenaturalcoversisahardstrategyworkforTianchengtowelcompany.Withanalyzingthefactorssuchaspolicy,economy,cultureandconditionsoftowelindustry,wecanfindouttheexternalopportunitiesasfollows:Firstly,theworldmarketiskeepingexpending.Secondly,thecostofworkerinChinaislowerthananyothercountries.Thirdly,itisatrendoftheflowofresourcesfromstate-holdcompanytoprivatecompany.Fourthly,itisadvantageforprivatecompanytodevelopinternationalmarketbecauseoftheforeigntradesystemrevolutioninChina.Fifthly,BeihaiExportProcessingZonecanhelpenterprisestopromoteimportandexportmarket.Finally,Enterprisescanexpendbyusingtechnologyandnewcraftprocess.Onetheotherhand,domesticandinternationalrivalkeeprising.Anti-dumpandtechniquebarrackstrendareobvious.Thethresholdofenvironmentalprotectionishigherthanbefore.Theadjustmentoftherebatepolicyincreasesthecostofproducts,materialpriceisunsteady,thesmalladditionalworthproduct’smargindescend.Allofthembecometheexteriorthreatfactor.Therearemanyinternaladvantagefactorsinthisline.Firstly,thestockandturnoverrateishigh.Secondly,theemployeecangetalongwitheachotherverywell.Thirdly,productsarehigh-quality.Fourthly,increasingrateofsaleishigh.Fifthly,thecraftprocessisreasonable.Finally,theownerofTianchengtowelcompanyhasgoodpublicappeal.Butequallyithasmanydisadvantagefactors,suchaslackofmoneyraisingability,factorysitedisadvantageinextendthereproduction,anarrowsaleway,poorinformationmanagement,unqualifiedsetofequipmentindifferentprocess,narrowabilityofproductetc.Firstly,thistextpassestheopportunities,challenges,advantages,badsituationsthatIIIenterprisefaces,andestablishtheSWOTmatrix,thenmatch,findoutSO,WO,ST,WTstrategies.Secondly,passestoestablishtheQSPMmatrixforevaluationtoeachstrategy,andfindoutthesuitablestrategies.Finally,makestepstokeepthesestrategiesworking.keywordsEnterpriseDevelopmentalStrategyTowelExportProcessingZoneTianchengTowelCompany111.1[1],2[2]1.2[3][4][5][6]3[2][2]1.3[31]1-11-1[1]425[33]EFEa.b.c.d.e.14IFE5a.b.01c.d.e.14SWOT[35]QSPMa.b.EFEIFEc.QSPMd.ASe.f.622.190[17]690199962.54160%1998[21]1999662000117200082.210020032221162521121061599%95%3%3050%20038933.1WTO10%--30%WTOWTOATC19952005[7]2002ATC20029735%174020011/3WTOWTO[7]2002200210WTO2003111710.0926.62800200311186.38164.1611116.5312.5245.2929.5358.77540.28[16]19991043[7]200391500300100501300200501120026000194.3%2002170080%6700306120023.5Werner20000.69481/371/201/8WTO2002200350%20002003320031212[8]a.[8][9][10]b.[9]c.[8][13]d.[8]70%15%[9][11]3813282000102003302003200311100991410019000500020021014“”13132365%[15]20041180%17%13%15%13%[26]13%4404160420042003102002642.51520400WTO1987-1997219624711.25%158WTO70%20014200017%20011%[24][25]1619992000COD3.210[25]3.383%CAD29%10%12%24%ERP1720%30%20%3%6420021844.1200060012021203006.78002404.2194.3WTO2002110507.1714.16%167.3119.95%2003111710.0926.6280020031118.4%4.410001800WTO10%4.519756201966WTO12Chridty”“Dor-ma”WTO8214.6cod60%70%2280%4-14-10.1520.320.330.450.130.320.220.20.1540.630.4530.450.130.320.240.40.130.320.230.30.130.320.230.30.110.130.330.30.110.130.330.30.120.220.220.21.002.52.352.9a1=2=3=4=b2.923[14]3242555.1200310630840200226056040==106/30=3.14=30/222=0.125==840/40=21==840/222=3.6==840-560/840100%=33.3%26==840-660/840100%=21.5%5.25-15-1510527405.321252222512LI1015%40001500025%1015%28306010%5.45-25-2(1)(2)(3)2001.62002.615%5%8%295.522220031231116106192306%50%2222=111815.620%30%80%3030%300020%5%5.7200320022003200330%3120035.820035030%199595322002[27]SA8000[23]335.920002002200320053305.10[22]34[19]3a.5%b.[22]35302036a.b.[8]c.[10]10533%15%13%17%5-15-11013%=1.3517%=0.8510533%=1.655+1.30.851.65=3.800515%=0.7550.75=4.255-25-2A91913%=1.17517%=0.8540.33=1.32115%=0.153.85B82813%=1.040.8530.33=0.99215%=0.33.9C73713%=0.910.8520.33=0.66315%=0.453.95D64613%=0.780.8510.33=0.33415%=0.64.00E55513%=0.650.850515%=0.754.05374.25-3.8/3.8=11.8%ADE[10]a.[15]b.c.d.OEM3866.1200356.2EFEEFE6-16-1EFE1WTO0.1240.4820.130.330.0720.1440.0620.1250.130.360.0730.2110.130.320.0610.0630.120.240.0620.1250.130.360.0620.121.002.6539a4=3=2=1=b2.652.506.3IFEIFE6-26-2IFE0.0930.270.0830.240.1140.4421.5%0.0620.120.0920.180.130.30.1130.330.0930.270.0820.160.0620.120.0830.240.0510.051.002.462.42.506.4SWOTSOWOSTWTSOWOSTWT[1]SWOT6-3406-3SWOTSW112233421.5%45566OSOWO1WTO234561S3S6O1O32S3S6O13S3S6O1O44S3O61W1W2O12W3W1O1O23W5O64W1O1TSTWT1234561S3S5T12S3S2T33S3S5T54S3S5T65S6S3T4T51W1W2T62W1W3T4T56.5QSPMSOSO6-4416-4SOSOASTASASTASASTASASTAS1WTO0.1240.4840.4840.4820.2420.130.330.330.310.130.0720.1420.1420.1410.0740.0620.1230.1840.2410.0650.140.4——30.320.260.0730.2120.1440.2810.130.330.330.320.220.0630.1820.1230.1830.120.220.220.220.240.0630.1820.1230.1830.1850.140.440.440.440.460.0630.1830.1810.0640.241