目前我国冲锋衣品牌量逐年递增,价格战和同质化竞争趋于白热化。企业难以在
竞争激烈的市场中寻求增长,这一现象对我国冲锋衣企业的战略思维和战略选择
提出了新的要求与挑战。企业如何选择适合自身发展的战略模式,扭转竞争态势,
成为我国冲锋衣企业不得不探索的问题

本文通过分析我国冲锋衣行业的现状和问题,运用PEST模型、波特五力模型
和SWOT模型等工具对我国冲锋衣行业发展环境与战略模式进行了分析,并提出
不同企业应进行不同战略模式的选择

本文研究的主要内容及创新点如下:
(1)分析了我国冲锋衣行业存在的问题及其发展环境。通过分析得出“品牌
缺乏核心竞争力”、“发展渠道单一”、“战略缺失”、“管理理念落后”等问题是导
致我国冲锋衣行业竞争力弱、渠道混乱、发展停滞不前的主要障碍因素

(2)分析了我国冲锋衣行业的外部环境与竞争环境。首先,通过PEST模型
工具分析得出我国政策支持力度、经济发展水平与社会整体环境均有利于冲锋衣
行业的发展,但我国技术环境严重制约了冲锋衣企业的可持续发展。其次,通过
波特五力模型分析我国冲锋衣行业的竞争环境发现,供应商、消费者与行业内现
有竞争者都对我国冲锋衣企业带来较大的威胁,而新进入者和替代品的威胁则相
对较弱

(3)分析了我国冲锋衣行业发展战略模式的优劣势。通过SWOT工具分析得
出,我国冲锋衣企业应当结合行业的生产、产业链与市场大容量的优势,抓住国
家宏观政策支持、居民消费能力增强与互联网发展的机遇,逐步解决行业的技术、
品牌、监管、人才匮乏与缺乏战略意识的劣势,进而改善科技发展环境与强大竞
争者的威胁

(4)提出了不同类别冲锋衣企业应做出不同战略模式的选择。通过分析我国
冲锋衣行业产业链,将冲锋衣企业分为生产商企业、品牌商企业和零售商企业,
再根据规模大小将其分为大型冲锋衣企业和中小型冲锋衣企业。不同的冲锋衣企
业在不同的发展阶段所处现状不同,在明确各个战略的优劣势以及企业所处的发
展阶段后做出适当的战略选择

关键词:冲锋衣;竞争战略;战略模式;战略选择
iii 北京交通大学硕士专业学位论文
ABSTRACT
ABSTRACT
With the increase of people&39;s interest in outdoor activities and nature, and the
improving of consciousness on keeping healthy lifestyle, outdoor jacket has been
developed quickly and become an important part in outdoor product market. At present,
Chinese outdoor brand quantity is increased year by year, and price war as well as
homogeneous competition reach the peak. Enterprises have difficulty to increase in the
fierce market competition, also this phenomenon proposes new demands and challenges
for the strategic thinking and strategic selection of outdoor jacket enterprises in China.
How to choose a suitable strategic mode and to reverse the competition situation have
become the issues which must be considered by Chinese outdoor jacket company.
Through analyzing the current situation and issues of outdoor jacket industry in
China, this paper analyzes the development environment and strategic models of China
outdoor jacket industry by using PEST model, Porter Five Forces model and SWOT
model. At last, puts forward that different enterprises should choose different strategies.
The main study contents and innovations in this paper are mainly listed as follows:
(1) The problems existed in outdoor jacket industry in China and its development
environment are summarized. Through analysis, it is summarized that the main
obstacles which caused weak competitiveness, disordered channels, and stagnated
development of Chinese outdoor jacket industry are “absence of brand core
competitiveness”,“single development channel”,“absence of strategies&39; and
&39;backward management concepf \ etc.
(2) The external environment and competitive environment of outdoor jacket
industry in China are analyzed. Firstly, it is summarized after analysis of PEST model
tool that China&39;s political support, economic development level and overall social
environment are beneficial for the development of outdoor jacket industry, however,
Chinese technology restricted the sustainable development of outdoor jacket enterprises
severely. Secondly, through the analysis on the competitive environment of outdoor
jacket industry in China with Michael Porter&39;s Five Forces Model, it is foimd out that
suppliers, consumers, and the existing industry competitors all threaten outdoor jacket
enterprises in China greatly, while the threat brought by new entrants and substitute
goods is weak.
iv 北京交通大学硕士专业学位论文
ABSTRACT
(3) Both the advantages and disadvantages of development strategy modes in
outdoor jacket industry in China are analyzed. Through analysis with SWOT tool5 it is
summarized that Chinese outdoor jacket enterprises should combine with the industry
advantages of production, industry chain and big market volume, master the
opportunities including national macroscopic policy support, residents9 consumption
ability enhancement and internet development, and solve the industry disadvantages of
shortage of technology, brand, supervision, talents and strategic awareness, thus to
flzrther solve the threats brought by technology development environment and strong
competitors.
(4) It is proposed that different outdoor jacket enterprises of different types should
make different strategic mode selection. Through analyzing industry chain of outdoor
jacket in China,the outdoor jacket enterprises are divided into manufacturer enterprise,
brand owner enterprise,and retailer enterprise. Moreover, according to scales,it is
divided into large-scale outdoor jacket enterprises and middle and small-sized outdoor
jacket enterprises. There is different situation for different outdoor jacket enterprises in
different development stages. The appropriate strategic selection is made after making
the advantages and disadvantages of each strategy clear and the development stage of
enterprises.
KEYWORDS : Outdoor Jacket; Competitive Strategy; Strategic Mode; Strategic
Selection
V 北京交通大学硕士专业学位论文
目录
mm iii
ABSTRACT iv
1 弓 IW 1
1.1研究背景与研究价值1.1.1研究背景1丄2研究意义1.2相关概念界定1.2.1户外运动概念1.2.2冲锋衣概念1.3我国冲锋衣行业研究现状综述1.3.1研究现状1.3.2文献综述1.4研究方法与论文结构1.4.1研究方法1.4.2论文结构2 理论基础 7
2.1战略管理理论2.2战略模式介绍2.2.1基本竞争战略2.2.2纵向一体化战略2.2.3 OEM向OBM转化战略3 我国冲锋衣行业发展环境分析3.1我国冲锋衣行业发展现状与问题3.2我国冲锋衣行业外部环境分析3.2.1政治环境
,3.2.2经济环境3.2.3社会环境3.2.4技术环境
21
3.3我国冲锋衣行业竞争环境分析
22
Vi 北京交通大学硕士专业学位论文
3.3.1供应商议价能力
22
3.3.2购买者议价能力
22
3.3.3潜在的竞争者
23
3.3.4替代品的威胁
23
3.3.5现有的竞争者
24
4 我国冲锋衣行业发展战略模式分析
26
4.1优势分析
26
4.2劣势分析
27
4.3机会分析
29
4.4威胁分析
31
4.5 SWOT矩阵分析
32
5 我国冲锋衣行业发展战略模式的选择
33
5.1战略模式选择的原则
33
5.2我国冲锋衣行业产业链分析
34
5.2.1生产商企业经营模式
34
5.2.2品牌商企业经营模式
35
5.2.3零售商企业经营模式
35
5.3生产商企业战略模式选择
36
5.3.1大型生产商战略模式选择
36
5.3.2中小型生产商战略模式选择
38
5.3.3生产商企业战略模式案例——上海嘉麟杰纺织品股份有限公司-39
5.4品牌商企业战略模式选择
41
5.4.1大型品牌商战略模式选择
41
5.4.2中小型品牌商战略模式选择
42
5.4.3品牌商企业战略模式案例——探路者控股集团股份有限公司……43
5.5零售商企业战略模式选择
45
5.5.1大型零售商
。。。以上简介无排版格式，详细内容请下载查看