Research On The Competitive Strategy Of WYH Textile Co., Ltd

China is the largest producer and exporter of textiles in the world. Textile industry has been a traditional pillar industry in national economy all the time. However, since 2008 the development of textile industry in our country is confronted with new challenges. Financial crisis, RMB appreciation, rise of the price of raw materials and the labor cost and some other factors, make many textile production enterprises have difficulty in production and management. WYH Textile Co., LTD was established in 2001. Ever-changing internal and external environment weaken the competitiveness of the enterprise. The paper studies the internal and external environment of WYH Textile Co., LTD and the formulation, implementation and control of the strategy, and expects to offer some reference to the enterprise and other enterprises in the industry.The paper first reviews the relevant strategic management theory, providing a theoretical basis for research. Second, the paper analyses the external and internal environment of the company, and reveals the company's external opportunities and challenges faced and the company's own strengths and weaknesses. Then the paper evaluates the key strategic elements by external factor evaluation matrix (EFE) and internal factor evaluation matrix (IFE). Third, the paper determines the company's strategic objectives through a comprehensive analysis of external opportunities and threats and internal strengths and weaknesses using the SWOT model. Then the paper develops the strategies of the company. Competitive strategy is differentiation strategy. And to achieve the strategic objectives and competitive strategy the company needs to take the technology development, production, marketing, human resources, financial management, information technology and other functional strategies. Finally, the paper proposes some measures to implement the strategies, and recommends some suggestions to control the implementation.