Research On The Development Strategy Of Qingdao WK Clothing Company

Since the reform and opening up of China, foundry production mode of our country has been spawned by the rapid development of international division of labors.As a result of above, our apparel industry has made great progress in term of comparative advantage. Meanwhile, the economic situation both in and out of China has changed vastly,and also the interior and exterior environment of medium-sized garment enterprises.And those will end up with a failure if they still stick to the out-of-date model of development, China’s small and medium-sized garment enterprises are now in the face of problems of transformation and development, including which path is suitable for this kind of companies, how to make strategic decisions to win the competition. This paper considers Qingdao WK garment enterprise as the research object,trying to explore a development example of China’s small and medium enterprises and offering reference to others.Firstly, the paper gives a comprehensive analysis of the situation of China’s apparel industry. Analyzing both the external environment and internal resources Qingdao WKcompany faces.Based on SWOTanalysis, it concludes that the threat weighs more thanchallenge in terms of external factors, while the advantage lowers others in terms of internal ones.Thenthis paper continue to forecast the future revenue through Exponential Smoothing Method. By taking WK garment enterprise as an example, the paper uses Boston matrix of accurate positioning.The last but not least, the paper puts general,business,functional development strategy forward,and also five aspects of the brand, technology, diversified development, mechanism innovation and network information.Based on all above, this paper tries to come up with strategic concept and the enterprise strategic implementation of plans, which contain to deepen enterprise reforms, to improve stafftechnology level and to develop the garment information platform.