企业成立于2008年。由于该公司成立时间较短,再加上企业成立之初正处金融危机,

因而,企业的发展完全是粗放式的,虽然企业规模不断扩大,但企业效率下降、产品

盈利能力不强,企业面临较大的生存压力。作者试图通过对本企业发展战略的研究,

引导其充分利用自身优势,抓住市场机遇,规避市场风险,改善经营状况。

本文以桃花季为研究实例,并结合当前服饰行业的特点及趋势,通过对企业拥有

的内部资源与能力分析,企业宏观环境与微观环境分析,明确了企业目前的优势与劣

势、外部的风险和机会,阐明了企业的核心竞争力、生存态势、经营方向、竞争战略,

最后制定企业可供选择的战略方案及战略实施的方法及评估。

本文涵盖了企业战略管理的基础理论,按照战略分析、战略制定、战略执行三步

走的逻辑分析结构,采用PEST分析法、EFE矩阵、IFE矩阵,波特五力分析、SWOT分

析模型、QSPM矩阵等工具,并结合企业实际的财务数据、人力资源数据等信息,得出

桃花季应采取的企业战略、业务层战略以及职能战略;最后,论述了桃花季在竞争战

略实施过程中的具体措施及战略控制,提出通过强化企业核心竞争力、建立新型企业

文化等方面来保证战略最终生根发芽,达到硕果累累。

关键词:竞争战略;PEST分析;核心竞争力;SWOT分析;内衣

Abstract

Since foundation in 2008,Shenzhen Taohuaji Company, a chain underwear company,

keeps making effort on designing and manufacturing and sailing as a whole. Because of the

short histories and the financial crisis at its beginning, the management of the company is

extensive. When the company gets larger and larger, it confronts tremendous challenge, for

example, efficiency drop, earnings power decline, market share decrease. The author wants

to research the development strategy in order to guide the company to catch the opportunity

and avoid the risk and improve the status by using its advantage.

Based on Taohuaji case study, combined with the current characteristics and trend of

apparel industry, through analyzing enterprise's internal resources and ability,the

enterprises macro environment and micro environment analysis, has been clear about the

enterprise's current strengths and weaknesses, external risks and opportunities, illuminates

the enterprise's core competitiveness, survival situation, management direction and

competitive strategy, and finally make enterprise selection of strategy and strategy

implementation, and evaluation.

This article covers the basis of enterprise strategy management theory, according to

strategic analysis,strategy formulation, strategy implementation structure of three kinds of

logic analysis,using PEST analysis method and EFE matrix, IFE matrix, potter five analysis,

SWOT analysis model, QSPM matrix, such as tools, combined with the enterprise actual

financial data,human resources, information, and concluded that Taohuaji in the business

layer should be taken to low cost competition strategy, supply chain optimization,

strengthening enterprise information construction strategy for the enterprise. Finally,this

paper discusses the Taohuaji concrete measures in the process of competition strategy

implementation and strategy control, puts forward through strengthening enterprise core

competitiveness, the new corporate culture to ensure that the strategy finally took root and

grew, eventually to achieve fruitfiil.

Key Words: Competitive Strategy; PEST analysis; Core Competence

SWOT analysis; Underclothes