Research On Development Strategy Of Shan Dong Xian Xia Costume Corporation

Shandong Xian Xia Costume Corporation is a large scaled clothes enterprise transformed from a state-owned enterprise, Which has not set a systematic developmental strategy of enterprise all long. This paper helps the Company to work out a developmental strategy of enterprise by analyzing its internal and external environments, which has a realistic significance for the long-term development of the company and also be of reference values for other costume corporations in terms of strategic analysis and design.In the article, the writer first performs a lot of investigations on the problems in the corporation' strategic management according to the idea of "survey, find out problems and analyzing, resolving the problems" by the way of the combination of the quantitative analysis and qualitative analysis. And then, the writer analyzes comprehensively the internal and external environment of the Xian xia Company by SWOT analysis, finds out its opportunities and challenges, advantages and disadvantages. He puts forward a general development strategy for the corporation.In the article, the writer analyzes enterprises' macro environment with G-PEST method as well as the costume industry environment in two aspects: costume industrial state, competitive structure , the paper defines the key factors of success. While analyzing the corporation s internal environment, the writer evaluates the core capabilities of the company and decides on the company s position in the market competition. In designing the corporate strategy, the writer draws up the strategic aim of the company and chooses the developmental strategy by the utilization of SWOT matrix .On the basis of all these, the writer analysis and orientates the present product business structure of the enterprise using GE matrix and chooses the corresponding management strategies.In the aspect of carrying out the strategy, the writer divides the implementation of the strategy into three periods. Finally, the writer puts forward safeguard measures for carrying out the strategy from six aspects such as organizational structure reform, development of human resources, cultural construction of the company and building of core competitive capabilities.