Study On Development Strategy Of Small And Medium Sized Embroidery Firms In Suzhou

This thesis first presents five barriers to development for Suzhou small and medium sized embroidery enterprises. They are the conflict between quality and price, threat of replacer, lack of new product and talents, and the protection of brands and intellectual properties, which need be solved urgently by corporate strategies. Then, literature method, visiting method, induction, demonstration analysis are applied in this thesis for the research on strategies of the Chinese and oversea small and medium sized enterprises, the analysis of internal and external environment of Suzhou small and medium sized embroidery enterprises, and SWOT analysis. It is indicated that although product differentiation strategy, combinated competition strategy, cost leadership strategy, market focus strategy, and international business strategy could be adopted in Suzhou small and medium sized embroidery enterprises to solve the five problems, the best one is product differentiation strategy. In order for the effective execution of product differentiation strategy, Suzhou small and medium sized embroidery companies must not only have good leaders and talents, but also make use of innovation strategy, marketing strategy, and process reengineering strategy to upgrade their comprehensive strength. Taking Suzhou Microsilk Embroidery Co., Ltd. as an illustration, this thesis investigates the implementation of strategies by Suzhou small and medium sized embroidery enterprise. Based on the evaluation of strategy execution, the thesis explores the advantages and disadvantages of the strategies. It is concluded that product differentiation strategy is most suitable for Suzhou small and medium sized embroidery enterprises. Combined with the characteristics of market demand, the small and medium sized embroidery enterprises in Suzhou ought to figure out their segmented market and make feasible strategies so as to survive and develop according to their situation. Although Suzhou small and medium sized embroidery enterprises can adopt proper strategies to solve some problems to improve the corporate management level, they are confronted with many other difficulties for further research, such as financing, sustainable development, corporate governance and so on.