| In the three decades of Reform and opening-up,Chinese economy has grown rapidly.At the same time,China’s foreign trade has increased greatly,and China has now become the world’s major trading power.Textile and garment products have always been the most competitive products of China’s export products,and now also occupy an important position in China’s export trade.In the course of the above,the traditional garment export enterprises play a very important role.However,in recent years,the slowdown in the growth rate and the decline in profit margins of traditional garment export enterprises have become the general situation of the whole industry.Although the difficulties of the industry are largely due to the fundamental changes in the international and domestic environment,but the development strategy mistakes of traditional garment export enterprise are also a factor which cannot be ignored.A Co.Ltd.is a typical traditional state-owned garment export enterprise.As the research object,this paper discusses its development strategy implementation of integration and diversification,including the historical background,current situation,problems of the strategy and analysis of the reasons.According to the analyses of the internal and external environment,this paper tries to research the new development strategy of A Co.Ltd.,and put forward the corresponding support measures,which can avoid the problems of emphasizing on formulating instead of implementing in strategic management,and ensure A Co.Ltd.’s long-term sustainable and healthy development.This paper is divided into six chapters.The first chapter is the introduction,which mainly analyzes the background of the thesis,and puts forward the research questions.In the introduction,the purpose,significance and content of the research are summarized,and the research methods,innovations and deficiencies are also summarized.The second chapter is the theoretical background of the thesis.This chapter briefly reviews the theory of strategic management,and systematically reviews the strategic transformation of China’s foreign trade enterprises in a series of studies.The third chapter summarizes the research object of this paper,A Co.Ltd.’s development process and its development strategy in the past,and also analyzes the situation,problems and causes of the current development strategies.The forth chapter is the analysis of internal and external environment of A Co.Ltd.and SWOT analysis.The fifth chapter is the A Co.Ltd.’s new development strategy,and the specific implementation of support measures.A Co.Ltd.’s new development strategy is summarized as "adjustion of the integration strategy" and "contraction of the diversification strategy".The new development strategy is proposed to revise the original development strategy,which should never deny the original integration and diversification strategy.This paper also puts forward the corresponding measures of three aspects including organization structure optimization,team building optimization and risk control system optimization,which can ensure the implementation of the new development strategy.The sixth chapter is the conclusion of this paper.The conclusion sums up the main content of this paper. |
