The Development Strategy Research Of Shenzhen JP Clothing Co.,Ltd.

China is the largest producer,consumer and exporter in the world,but it still belongs to "big country of garment manufacture".It is low in price,lack of famous international brand and low added value.Chinese garment enterprises are facing a lot of difficulties,such as the rapid growth of exports from Europe and some other developed countries panic,trade barriers to restrict China's clothing imports;some developing countries also adopt low-cost competitive strategy,to our garment enterprises to bring a serious impact on production costs;domestic enterprises increased rapidly;a very large number of garment enterprises and smaller;industry competition etc..In order to ensure the sustainable development,the enterprise can establish and maintain the competitive advantage only when the correct development strategy is made and the strategy is put to the ground.The author has been engaged in the management of garment manufacturing enterprises for many years,and has a profound understanding of the strategic management of China's garment manufacturing enterprises.In this paper,the author founded the Shenzhen JP Garment Co.Ltd as an example to discuss,through the combination of theory and case analysis,put forward the basic ideas and methods of strategic management of garment enterprises,hoping to provide a useful reference for colleagues.The first chapter introduces the research background,purpose and significance,research framework and research methods.The second chapter reviews the strategic management literature,puts forward three main methods of strategic management research,the basic steps of strategic management research and the misunderstandings that need to be avoided.The third chapter of JP,analyzes the external environment and quantitatively evaluated by EFE matrix using the PEST analysis method;industry analysis through SWOT analysis method;the company's internal environment analysis and quantitative evaluation of IFE matrix by using SWOT analysis method.The fourth chapter carries on the strategic plan through the SWOT matrix method,JP company should adopt the expansion type development strategy,the service layer adopts the difference competition strategy.The fifth chapter proposes that JP company should guarantee the development strategy from six aspects,such as enterprise culture,organizational structure optimization,value chain integration,R&D,human capital and performance appraisal system.The sixth chapter summarizes the garment enterprises how to realize the enterprise strategic management,and finally puts forward management suggestions,namely strategic management needs to establish the correct strategic idea,strengthen personnel training,strategic management system and sustainability.This article attempts to explain that the garment enterprise should realize the strategic management through three steps of strategy analysis,strategy planning and strategy implementation.Using PEST analysis,five forces analysis,SWOT analysis,EFE matrix,IFE matrix method for strategic analysis;on the basis of the strategy analysis using the SWOT matrix method based on strategic planning;strategic analysis and strategic planning for the proposed strategic security measures.