随着我国经济的高速发展，社会主义的主要矛盾也转变为人民日益增长的物质 文化需要同落后的社会生产之间的矛盾。同时，人们消费观念的转变也促进了文化 产业的高速发展。承载我国传统文化的汉服产业，随着时代的大潮走近人们的生活。 本文主要研究，在当前社会形势下汉服文化产业——汉尚华莲的发展问题，针对问 题制定相应的战略方案，以促进汉尚华莲企业的发展，为社会创造实质性的文化和 经济价值。 本文结合战略管理理论，运用文献分析和案例分析法，确立研究的背景、意义 和相关研究成果，结合资料阐述文章涉及到的理论知识，对相关基本概念和理论做 简要概括，确定文章的理论基础。随后根据对汉尚华莲企业，进行实际调查，并运 用 PEST 分析法、SWOT 分析法和 SPACE 矩阵分析研究汉尚华莲企业的发展形式与 现存的问题，通过分析其内外部环境，发现企业自身的优势与劣势，理清企业当前 面临的机会与威胁，在全面系统的分析总结后，制定推进汉尚华莲持续发展的可行 性战略，并对战略的具体实施做出分析总结。 研究分析得出汉尚华莲企业，应选择增长型发展战略，利用自身优势，着眼全 局谋发展，牢牢抓住外部机会，着力提升产品实力，增强品牌的认知度与影响力， 走差异化定制的进取型战略发展道路，全面促进汉服文化产业的发展。同时，也希 望在汉服文化产业发展的同时，传扬华夏文化，“着我汉家衣裳，兴我礼仪之邦”。 关键词，汉服产业文化，汉尚华莲，发展战略，SWOT 分析华 中 科 技 大 学 硕 士 学 位 论 文 II Abstract With the rapid development of China's economy, the principal contradiction of socialism has also been the contradiction between the people's ever-growing material and cultural needs and the backward social production At the same time, the change of consumption concept also promoted the rapid development of cultural industry.The hanfu industry which carries the traditional culture of our country, follows the trend of The times get close to people's life .This paper mainly studies the development problem of hanfu cultural industry -- Hanshang Hualian under the current social situation, and makes corresponding strategic plans to promote the development of Hanshang Hualian enterprises and create substantial cultural and economic value for the society. This thesis combines the strategic management theory, use the literature analysis and the case analysis method, establishes the research background, the significance and the correlation research achievement, combines the material elaboration article to involve the theory knowledge, to the correlation basic concept and the theory to make the brief elaboration, determines the article the theory foundation.Based on the actual investigation of Hanshang Hualian, PEST analysis, SWOT analysis and SPACE matrix analysis are used to study the development form and existing problems of hanshang Hualien enterprise According to the research and analysis. Through the analysis of its internal and external environment, we find out the advantages and disadvantages of the enterprise itself, and clarify the opportunities and threats the enterprise is facing.Hanshang Hualian should choose the SO growth development strategy, utilize its own advantages, seize external opportunities, improve the product strength, improve brand awareness and influence, take the differentiated customization of aggressive strategic development path. Keywords:Hanfu industry culture Hanshang Hualian Development strategy SWOT analysis华 中 科 技 大 学 硕 士 学 位 论 文 III 目录 摘要.....................................................................................................................I Abstract..............................................................................................................II 1 绪论..............................................................................................................1 1.1 研究背景............................................................................................1 1.2 研究的目的与意义........................................................................... 2 1.3 汉服的相关研究................................................................................2 1.4 研究的主要内容与研究方法...........................................................3 2 相关概念与理论综述................................................................................. 5 2.1 战略管理的概念................................................................................5 2.2 战略分析指定工具介绍...................................................................6 3 汉服文化与传播现状................................................................................. 9 3.1 汉服的历史与现代汉服的兴起.......................................................9 3.2 汉服商家与主要消费群体.............................................................10 3.3 汉尚华莲的企业结构..................................................................... 12 3.4 汉尚华莲的内部环境..................................................................... 16 3.5 汉尚华莲公司的外部环境.............................................................20 4 汉尚华莲公司的战略制定.......................................................................26 4.1 SWOT 模型分析.............................................................................26华 中 科 技 大 学 硕 士 学 位 论 文 IV 4.2 SPACE 矩阵分析............................................................................ 29 4.3 制定差异化战略............................................................................. 32 5 汉尚华莲的战略实施与分析评价...........................................................37 5.1 汉尚华莲公司战略目标.................................................................37 5.2 战略的具体实施内容..................................................................... 37 结束语..............................................................................................................41 致谢..................................................................................................................42