“互联网+”背景下服装类企业战略转型研究——基于 SWOT 分析法

• 作者： 杜洁 ¹ 李博宇 ¹
• 作者单位：
  1.  江西理工大学经济管理学院
• 发布时间：2024-10-21

摘要: 基于互联网改变消费者的服装消费偏好和国外快时尚服装品牌冲击的影响，传统服装企业纷纷转型。本文以服装企业代表Q公司的战略转型为例，首先进行该公司战略转型SWOT分析，结合市场调研、行业研报和公司年报，从宏观的政策环境、市场环境、品牌效应、产品更新、经营方式等方面分析，发现Q公司总体上优势大于劣势，可以选择优势—机会战略，即“实业+投资”战略转型计划。其次从改变品牌定位、重建品牌矩阵、渠道梳理和供应链优化方面分析Q公司战略转型具体的实施措施。最后，本文针对企业转型过程中遇到的问题提出建议，并总结转型中起到显著效果的措施，以期为其他传统服装企业转型提供有益借鉴。

Abstract: Infl uenced by the changes in consumer preferences in clothing consumption due to the internet and the impact of foreign fast fashion brands, traditional clothing enterprises have to conduct transformation. This article takes the Company Q’s strategic transformation as an example to carry out a SWOT analysis of its strategic transformation. Based on the materials such as market research, industry reports, and company annual reports, and the analysis that covers macro policy environment, market environment, brand eff ects, product updates, and operational methods, the Company Q’s overall strengths outweigh weaknesses. It is suggested the company can adopt a Strengths-Opportunities (SO) strategy, namely the Industry+Investment strategic transformation plan. Subsequently, the article analyzes specifi c implementation measures for Q’s strategic transformation, focusing on changing brand positioning, rebuilding the brand matrix, optimizing channels, and improving supply chains. Finally, recommendations are provided for the issues identified during the transformation process. The measures that have shown signifi cant eff ects in the transformation are summarized. This has meaningful implications for other traditional clothing enterprises undergoing transformation.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第5期
• 引用： PSSXiv:202410.01806 (或此版本 PSSXiv:202410.01806V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.05.123
  CSTR:32012.36.PSSXiv202410.01806
• 推荐引用方式： 杜洁,李博宇.“互联网+”背景下服装类企业战略转型研究——基于 SWOT 分析法.中国商论,2024(5).[DOI:10.19699/j.cnki.issn2096-0298.2024.05.123] (点此复制)