Research On The Competitive Strategy Of ZiBo YSL Textile Company

China is the world’s largest textile producer and exporter, since joining the world trade organization, China’s textile industry after nearly 10 years of baptism, has maintained a sustained, rapid development, the textile industry has become one of the most important foreign exchange industry. In recent years, along with the development of textile industry gradually slowing down, the gradual adjustment of industrial structure, industry internal some small businesses operating rate is a serious shortage of survival difficult, the gradual emergence of the factory closes the shop, and some scale textile enterprises is gradually to transform production technology or the enterprises moved to labor value low West or South East Asia, in order to achieve the enterprise further development. Increase the domestic labor costs lead to industrial transfer has become an irreversible trend of development, industry production capacity surplus as a result of industry internal industry is inevitable reshuffle, domestic textile enterprises internal development strategy of transformation and upgrading quality and efficiency has become an important topic in the development of the enterprise.This paper Zibo YSL textile company the Zibo local textile enterprises based on, By using the theoretical tools, through the literature research, investigation of conversation, theoretical deduction and other methods, on the internal and external development environment analysis, to explore for enterprises to develop future competitive strategy, the research such textile enterprises in the increasingly fierce competition has certain theoretical and practical reference for, to guide these enterprises to change the traditional competition, with a more scientific and rational competition strategy, in the market competition has certain position in the market.This paper is mainly divided into four parts: first, through the literature review of the literature to understand the competitive strategy and the competitive strategy of the textile business literature review. Especially the PEST analysis method, SWOT analysis, value chain analysis and Michael Porter’s five forces model to have in-depth understanding; the second is for YSL textile company in Zibo textile business of on- the- spot investigation and in-depth understanding. Having a purpose, a planned and systematic collection of materials, including the development process of the enterprise, the strength of the company, and the actual situation of Zibo YSL textile company. Understanding the advantage of development textile business(s) and opportunity(o), weakness in the investigation process of the development of the company(W) and threats(T); thirdly, using five forces model analysis, to understand the local textile industry basis and the overall development trend. In-depth understanding of local consumer spending habits, suppliers bargaining power, the threat of new entrants, threat of substitutes and with the inter industry competition degree. Finally, it is through a full range of understanding of the YSL textile company in Zibo textile business, the whole market environment for comprehensive analysis, trying to find out and planning for YSL textile company in Zibo textile business new competition strategy, and proposes to build enterprise core culture, optimize the allocation of human resources, improving the organizational structure, strengthen the construction of information security measures.This paper aims to through of Zibo YSL textile company such a local textile for comprehensive analysis, and the choice to develop an appropriate its own competitive strategy of the process, provide a useful reference for the long-term development, at the same time as the textile industry other enterprises of the same type provide a reference with strong practical significance and maneuverability.