Research On Development Strategy Of Taizhou Garley Garment Co

At present, Chinese clothing industry is gradually mature. After the financial crisis, the world economy had already been in the recovery slowly. But China’s garment industry is still facing a slower export growth, a higher production cost and a more competitive environment. Chinese clothing industry is facing greater challenges. The domestic market is strongly impacted by international famous brands. the domestic clothing market is facing a fierce competition. In fact, clothing industry in China faces a more and more complex environment. Chinese clothing industry’s international competitive advantage has also changed, low cost caused by Cheap Labour force has been the advantage of Chinese garment industry, but now Chinese clothing industry must discover new competitive advantage points, such as product quality and product innovation advantage, and brand innovation advantage, cultural innovation advantage, only such ability in market can a company based on.Taizhou Carrie garment co., LTD. is a foreign domestic garment company. The company has the advanced equipment and modern plant. After several years of development, it has a relatively stable customer base in the market of Europe and America. But now in the face of a bad economic environment, under a more difficult export background, the company wants to find a new development way. In the guarantee on the foreign market under the condition of a certain order, the company decides to expand China’s domestic market, achieve export turns sale in domestic market. Instead of simply foreign trade processing, the company needs to create their own brand. So we need to formulate the development strategy of the company.This article mainly studies from Carrie garment company’s environment at home and abroad, use a variety of strategic management theory to the company’s economy, policy, technology, cultural environment and the external macro environment to carry on the analysis, utilized the SWOT analytic method to find out the development of the company have advantages, relative deficiency and the company’s external environment with opportunities and threats, and based on this enterprise own actual situation, work out suitable for enterprise development strategy, make use of the advantages and the external environment opportunity is the fundamental strategy.This paper holds that Carrie garment company should use differentiation and focus of competition strategy. At the same time, in order to ensure the implementation of the strategic target, through the study of some of the problems enterprise faced, we puts forward the strategic measures. Use technology and product research and development strategy, brand strategy of strengthening strategy in product production and brand building have made effect. Clothing industry informatization strategy, make to network sales primarily a variety of marketing channel strategy is company management and market marketing optimization of the important guarantee. So, in personnel, Carrie garment company should according to human resources development strategy to improve its human resources training and use.