：近年来，随着国家政策和地方政策的不断完善，大唐袜艺小镇 的建设，诸暨的袜业产业不断形成气候并具有一定的知名度。袜业企 业在政策风向标的引导下，也在不断改革创新，转型升级。诸暨SJ 袜业股份有限公司是诸暨市大唐草塔地区一家集袜子原料生产、袜子 生产、染色包装等业务于一体的综合性袜业企业，起步早、发展快、 规模大，于2016年在新三板上市。公司在浙江诸暨以及江苏沭阳均 设立厂区，拥有员工600余人，年产值达1.14亿元，是一家对地方 GDP有突出贡献的企业。 但近年来，随着经济和互联网技术的快速发展，袜业行业的竞争 日趋白热化，袜业企业在国家和地方政策的引导下，在人们价值观审 美观的改变中，在袜业技术的创新时，都在不断思考如何调整结构转 型升级来适应这一系列变化。对SJ袜业股份有限公司来说，如何抓 机遇促发展产收益，是当下公司面对的一大课题。 本文以战略管理相关理论为研究基础，首先对战略管理的概念、 特征和理论发展过程进行了梳理分析，并对国内外战略管理研究现状 和成果进行了梳理。然后通过PEST分析法从政治法律、经济、社会文 化和技术四方面对诸暨SJ袜业股份有限公司的外部宏观环境进行分 析；用波特五力模型分析法对SJ袜业股份有限公司的行业竞争环境进 行分析；还从公司财务、组织、人员、销售、产品等方面对公司内部 环境进行分析。其次提出公司发展愿景和目标，利用SWOT分析法对企 II 业的内部优势、劣势和外部机会、威胁进行分析比较，提出四种发展 战略，通过战略优缺点比较和QSPM矩阵量化工具进行战略决策，提出 企业下一步发展的战略和相应的实施途径、保障措施。 最后得出本文的结论和展望，可以看出在袜业行业竞争白热化的 情况下，SJ袜业股份有限公司还是内部机会大于风险，发展优势大于 劣势，需要依靠产业政策为导向，完善组织、人力、财务、技术等方 面，确保企业战略目标的实现。希望通过本次研究，能为企业带来有 利的意见，帮助企业开拓思维，扬长避短，使其成为更具规模，更具 影响力和更正规化的企业。 关键词：转型升级；公司发展战略；PEST分析；SWOT分析；保障措施 III RESEARCHONTHEDEVELOPMENTSTRATEGY OFZHUJISJSOCKSSTOCKCO.,LTD Abstract：Inrecentyears,withthecontinuousimprovementofthe nationalandlocalpolicies,aswellastheconstructionofDatangsocksart town,Zhuji'ssockindustryhasgotsuccessfuldevelopmentandcertain popularity.Undertheguidanceofpoliticalvanes,sockindustryinZhujiis transformingandupgradingaswell.ZhujiSJSocksCO.,LTDisa comprehensivesockenterpriseinDatangCaotaareaofZhujiCity,which integratesproductionsofsocks,rawmaterials,dyeingandpacking. Becauseofitsearlycommencement,fastdevelopmentandhugescale,it waslistedonNewThirdBoard(anover-the-countermarketforgrowth enterprise）in2016.ThecompanyhassetupfactoriesinbothZhuji, ZhejiangprovinceandShuyang,Jiangsuprovince,withmorethan600 staffsandanannualoutputvalueof114764668.42inRMB.Itisan enterprisethatmakesanoutstandingcontributiontolocalGDP. However,boththeeconomicsandtheInternettechnologieshave beendevelopingrapidly.Asaresult,thecompetitionbetweensock enterprisesisgettinghotterandhotterdaybyday.Undertheguidanceof nationalandlocalpolicies,andthechangeofpeople'svaluesand aesthetics,sockenterprisesareconstantlythinkingabouthowtoadjust thestructuraltransformationandupgradetoadapttothisseriesof IV changeswhenmakinginnovationsinsockstechnology.SoforZhujiSJ SocksCO.,LTD,abigtaskfacingthecompanyatpresentishowtograsp theopportunitytopromotethedevelopmentofproductionandincome. Firstly,basedontheresearchofstrategicmanagementtheory,this thesiscombsandanalysestheconcept,characteristicsandtheoretical developmentprocess,aswellastheresearchstatusandachievementsof strategicmanagementathomeandabroad.Then,throughPESTanalysis, itanalyzestheexternalmacroenvironmentofZhujiSJsocksCo.,Ltd fromthefouraspectsofpolitics,law,economy,socialcultureand technology.Meanwhile,byusingPorter'sfiveforcesmodel,italso analyzesthecompetitiveenvironmentofSJsocksCo.,Ltd,andthe internalenvironmentofthecompanyintermsoffinance,organization, personnel,sales,products,etc.Afterwards,itputsforwardthecompany's developmentvisionandgoal.Byanalyzingandcomparingtheinternal advantages,disadvantages,externalopportunitiesandthreatsofthe enterprisewithSWOTanalysismethod,itputsforwardfourdevelopment strategies.Atthesametime,itmakesstrategicdecisionsbycomparingthe advantagesanddisadvantagesofthestrategyandQSPMmatrix quantitativetools.Finally,itraisesthenextdevelopmentstrategyofthe enterpriseandthecorrespondingimplementationwaysandguarantee measures. Conclusionandexpectation:Itcanbeseenthatunderthesituationof V fiercecompetitioninthesockindustry,SJsockindustryCo.,Ltd.stillhas moreinternalopportunitiesthanrisksandmoredevelopmentadvantages thandisadvantages.Itneedstorelyonindustrialpoliciesastheguidance, andimprovetheorganization,humanresources,finance,technologyand otheraspectstoensuretherealizationofthestrategicobjectivesofthe enterprise.ItishopedthatthisstudycanbringfavorableopinionstoZhuji SJsocksCo.,Ltd,helpittodevelopitsthinkingandstrengths,avoid weaknesses,andmakeitbecomeamorescale,moreinfluentialandmore formalenterprise. Keywords:TransformationandupgradingCompanydevelopment atrategyPestanalysisSwotanalysisSafeguardsforenterprise development 目录 摘要...............................................................................................................I Abstract......................................................................................................III 第1章绪论..............................................................................................1 1.1研究背景与意义................................................................................1 1.1.1研究背景......................................................................................1 1.1.2研究意义......................................................................................1 1.2国内外研究现状................................................................................2 1.2.1企业战略管理理论的发展脉络.................................................2 1.2.2国外战略管理研究现状.............................................................4 1.2.3国内战略管理研究现状.............................................................4 1.3研究内容与研究思路........................................................................6 1.3.1研究内容......................................................................................6 1.3.2研究思路......................................................................................6 1.4研究方法............................................................................................7 第2章企业战略理论依据及方法...........................................................9 2.1战略管理基本概念............................................................................9 2.1.1企业战略含义..............................................................................9 2.1.2企业战略特征..............................................................................9 2.2战略管理过程..................................................................................10 2.3战略分析的方法与工具..................................................................10 2.3.1PEST模型...................................................................................11 2.3.2波特五力模型............................................................................11 2.3.3SWOT分析法............................................................................12 第3章诸暨SJ袜业股份有限公司战略环境分析...............................13 3.1诸暨SJ袜业股份有限公司的简介................................................13 3.2诸暨SJ袜业股份有限公司外部环境分析....................................13 3.2.1外部宏观环境分析——PEST分析.........................................13 3.2.2行业竞争环境——波特五力模型...........................................18 3.2.3外部因素评价（EFE）矩阵....................................................20 3.3诸暨SJ袜业股份有限公司内部环境分析....................................21 3.3.1公司财务资产现状....................................................................21 3.3.2公司团队现状............................................................................24 3.3.3公司销售现状............................................................................26 3.3.4公司产品现状.........................................