纺织行业作为我国重要的优势产业与民生产业，为我国社会经济发展做出了突 出贡献。受经济全球化、科技进步等多方面影响，我国纺织市场竞争环境愈加严峻， 发达国家市场需求低迷、人民币升值、贸易壁垒增多、环保压力增大等因素掣制着 我国纺织业的发展与前行，与此同时，融资困难、生产成本上涨、员工招聘难等问 题也给我国纺织行业的发展带来了诸多挑战。年初突如其来的新冠肺炎疫情在短时 间内会给我国经济运行造成一定的冲击，纺织行业因其劳动密集型属性，在短期内 受到的影响比较大。在这种发展环境改变的背景下，认清现今纺织行业的发展现状， 选择适合自身情况的企业战略，有利于促进纺织企业长远稳定发展。 定量战略计划矩阵(QuantitativeStrategicPlanningMatrix，QSPM矩阵)以其定性 分析与定量分析相结合的优点，在企业战略的制定过程中应用广泛。本文选取L纺 织公司作为研究对象，在研究分析企业战略管理相关理论后，运用PEST分析法、 波特五力模型对公司宏观环境、行业竞争环境进行分析，结合公司自身情况，运用 SWOT分析法得出L纺织公司目前发展所面临内外部的优势、劣势、机遇和威胁。 根据公司的愿景与战略目标，利用QSPM矩阵对企业战略进行分析与选择，最终确 定L纺织公司采取差异化战略。并为L纺织公司提出了差异化战略的具体实施路径 与保障措施。本文研究成果是基于对大量数据、资料进行科学分析判断基础上进行 的，希望可以对L纺织公司的战略决策有所帮助，同时也为本行业内类似企业提供 有益借鉴。 关键词：环境分析；QSPM矩阵分析；差异化战略 II StrategicResearchofLTextileCompanybasedonQSPMMatrix Analysis ABSTRACT AsanimportantadvantageindustryandlivelihoodindustryinChina,textileindustry hasmadeoutstandingcontributionstothesocialandeconomicdevelopmentofChina. Undertheinfluenceofeconomicglobalization,technologicalprogressandotheraspects, textilemarketcompetitionenvironmentisbecomingmoreandmoresevere.Market demanddownturnindevelopedcountries,appreciationofRMB,increaseoftradebarriers, increaseofenvironmentalprotectionpressureandotherfactorsareconstrainingthe developmentandprogressofChina'stextileindustry.Atthesametime,problemssuchas financingdifficulties,risingproductioncosts,difficultrecruitmentofemployeesalsogive risetoChina'stextileindustrymanychallenges.Thesuddenoutbreakofnovel coronaviruspneumoniaintheearlypartoftheyearwillcausesomeimpactonChina's economicoperationinashorttime.Thetextileindustryisrelativelymoreinfluentialin theshorttermduetoitslabor-intensivenature.Underthebackgroundofthechangeof developmentenvironment,itisbeneficialtopromotethelong-termandstable developmentoftextileenterprisestorecognizethecurrentsituationofthedevelopmentof textileindustryandchoosetheenterprisestrategysuitablefortheirownsituation. Quantitativestrategicplanningmatrix(QSPMmatrix)iswidelyusedintheprocessof enterprisestrategyformulationbecauseofitsadvantagesofcombiningqualitative analysiswithquantitativeanalysis.Inthispaper,Ltextilecompanyisselectedasthe researchobject.Afterstudyingandanalyzingtherelevanttheoriesofenterprisestrategic management,PESTanalysismethodandPorter'sfiveforcemodelareusedtoanalyzethe enterprise'smacro-environmentandindustrycompetitionenvironmentoftheenterprise. Combinedwiththecompany'sownsituation,SWOTanalysismethodisusedtoobtainthe internalandexternaladvantages,disadvantages,opportunitiesandthreatsthatLtextile companyisfacing.Accordingtothecompany'svisionandstrategicobjectives,theQSPM matrixisusedtoanalyzeandselectthecorporatestrategy,andfinallyLtextilecompany isdeterminedtoadoptthedifferentiationstrategy.Italsoputsforwardthespecific implementationpathandguaranteemeasuresofdifferentiationstrategyforLtextile company.Theresearchresultsofthispaperarebasedonthescientificanalysisand judgmentofalargenumberofdata,hopingtohelpLtextilecompany'sstrategic III decision-making,andalsoprovideusefulreferenceforsimilarenterprisesintheindustry. Keywords:EnvironmentalAnalysis;QuantitativeStrategicPlanningMatrix; Differentiationstrategy IV 目录 第1章引言........................................................................................................................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.....................................................................................................2 1.2国内外文献综述....................................................................................................3 1.2.1国外研究文献综述.....................................................................................3 1.2.2国内研究文献综述.....................................................................................5 1.2.3国外研究评述.............................................................................................6 1.3研究内容与方法....................................................................................................7 1.3.1研究内容.....................................................................................................7 1.3.2研究方法.....................................................................................................7 1.4研究框架................................................................................................................8 第2章相关理论概述........................................................................................................9 2.1企业战略的概念及分类........................................................................................9 2.1.1企业战略的概念........................................................................................9 2.1.2企业战略的分类........................................................................................9 2.2企业战略选择......................................................................................................10 2.2.1影响企业战略选择的因素......................................................................10 2.2.2企业战略选择的类型..............................................................................10 2.3本文所使用的战略管理工具..............................................................................10 2.3.1PEST分析法.............................................................................................10 2.3.2波特五力模型理论...................................................................................11 2.3.3SWOT分析法.............................................................................................11 2.3.4定量战略计划矩阵（QSPM矩阵）..........................................................12 第3章L纺织公司内外环境分析...................................................................................14 3.1宏观环境分析......................................................................................................14 3.1.1政治环境...................................................................................................14 3.1.2经济环境...................................................................................................15 3.1.3社会环境...................................................................................................17 3.1.4科学技术环境...........................................................................................17 3.2行业竞争环境分析..............................................................................................19 3.2.1供应商的议价能力...................................................................................19 V 3.2.2购买者的议价能力...................................................................................19 3.2.3潜在进入者的威胁...................................................................................19 3.2.4替代品的威胁...........................................................................................20 3.2.5行业内竞争者现在的竞争能力...............................................................20 3.3公司内部环境分析..............................................................................................21 3.3.1公司概况.................................................................................