M Textile Group's Competitive Strategy Design

Textile industry is a traditional labor-intensive industries, worldwide quite competitive and high dependence on foreign trade.In recent years,because of the US subprime mortgage crisis, the European debt crisis after another hit the global economy,China's textile industry of meager profits,locating in the end of the global value chain,fade occurs trend.After the Third Plenary Session of 18th CCP, the new normal economy and deeping deepe the reform of the supply side have become the main theme of China's economic development.And on the other, foreign macroeconomic environment and foreign consumer downturn, State-owned textile enterprises to cope with the crisis, the priority is to maintain the advantage of optimizing the structure, upgrade.M Textile Group is a state-owned cotton textile printing and dyeing key enterprises in clothing in Shaanxi Province, in order to gain a competitive advantage in the new economy and market environmental, to maintain long-term stable development of enterprises, it must be carefully research and analyze the environment for the development of enterprises and their own conditions,and then formulate the competitive strategy.Firstly, relevant theories and methods of competitive strategy and competitive advantage, from the production and operation capacity, technology research and development capabilities, organizational structure, human resources, financial management, corporate culture and other aspects of internal resources were discussed,then comprehensive evaluation of internal factors of the enterprise(IFE),in order to understand their own problems clearly in the development of competitive strategies. Secondly, analysising of the external environment by exploring M Textile Group Company,to make PEST analysis model to clear the company's strengths,weaknesses,opportunities and threats to be faced, thus comprehensive evaluating of external factors(EFE).And then through a SWOT matrix,analyzing of enterprise development comprehensive,to propose alternative competitive strategy.Finally, the use of quantitative planning matrix (QSPM),the M Textile Group's competitive strategy analysis to determine the company's competitive strategy of differentiation strategy, and to implement and safeguard the company's competitive strategy put forward reasonable suggestions.