Research On Competitive Strategy Of TW Clothing Company

In the past 30 years,with the process of economic development of China’s reform and opening up,The garment industry has made rapid development.Especially at the end of 2001,China joineussia,South Korea,Brazil,the European Union and other countries and regions.As one of the WTO,international and domestic macroeconomic policy and economic environment has changed dramatically,coupled with the large influx of foreign brands,domestic garment enterprises are facing with more opportunities and challenges in the new environment.In order to gain a foothold in the increasingly fierce competition,China’s garment enterprises need to develop a comprehensive,forward-looking strategy to adapt to competition in the market economy.TW clothing company founded in 2006,currently employs more than 2,000 people,mainly engaged in all kinds of jeans and other clothing production,sand blasting,washing,products exported to the U.S.,Re representatives of small and medium garment enterprises,TW clothing company is a labor-intensive enterprises,competition in such a harsh environment,"labor difficulties,labor shortage" and other practical issues reveal one by one,this is worse for labor-intensive industries,and make their development more difficult.Labor prices is a foregone conclusion and no room to maneuver,which would burden small and medium garment enterprises,the impact on the garment industry pressures.Survived out of business in the face of such a plight,in order to survive and grow,TW apparel companies would be based on the company’s own characteristics and planning guide its stronger and larger.This paper has seven parts.The first part describes the research background,purpose and meaning,and describes the main contents of this paper and the research methods;The second part elaborates on competitive strategy theory and research status,and we use PEST analysis,SWOT analysis and competitive strategy model of five forces competitive analysis;The third part analyzes the status of the enterprise,find out the existing problems;The fourth part uses the PEST analysis method on the external macro environment scanning,using porter "five model" to analyze industry competition environment,the analysis method of SWOT theory to the enterprise’s internal and external environment of the strengths,weaknesses,opportunities and threats for detailed analysis and comparison;The fifth part is constructed by the internal and external factor evaluation matrix and QSPM evaluation matrix,Select the comprehensive evaluation of competitive strategy to the company,and to put forward the company’s competitive strategy alternatives;The sixth part put forward reasonable competition strategy implementation suggestion in view of the actual situation of enterprises;The seventh part of the thesis is summarized and prospected the development of TW clothing company.