A Garment Enterprises Development Strategy Research

After years of development, especially through reform and opening up and joining in WTO,China’s apparel industry has made great achievements. However, due to WTO accession, foreignwell-known clothing brands have entered the Chinese market one by one. By the strong impact ofinternational brands, the domestic clothing market becomes more competitive, and the externalenvironment of this industry has become increasingly complex.A Clothing Company is focusing on clothes design,production and sale, and is currently preparing to enter the international marketplace. strategic management of this company is a weak aspect, so to analyze and researchthe company’s development strategy, we need to do an objective analysis of the company’s strengths and weaknesses, and grasp the opportunities and threats of the external environment to ensure sustainable and orderly development of the enterprise, which is the guiding ideology of this essayThis paper A garment enterprises in which the macroeconomic environment, industry environment, external environment, internal situation analysis to identify the key factors, using the SWOT matrix to identify alternative strategies program, and the alternative strategic programs using QSPM Matrixevaluation, to choose the most in line with the company’s development strategy is market expansion, industry leadership, focused differentiation. In accordance with the requirements of the development strategy, identified the need to take measures and means of implementation of the strategy of the company.