The Development Strategy Resrearch Of L Company

With the development of the domestic economy and the growth of people's disposable income,and the global economic situation and foreign brands' driving force,the clothing industry has undergone tremendous changes in the past ten years.However,in recent years,due to the weak economic development,also because people's demand has been changing and updating,as a whole,the clothing industry is developing slowly.China's clothing market retail sales has been declined for 3 consecutive years,and the growth rate of this industry is expected to slow down.At the same time,the difference of consumer's income level and aesthetic standards had been widen,so the classification of garment industry is obvious.women' clothing industry develop to high-end market driven by the industry's maturity,so the enterprise strategic transformation is imperative.The market tends to mature,consumers tend to be rational,and brands tend to change,based on these three backgrounds,this paper studies the development strategy of La Chapelle,a fashionable clothing brand which mainly deals with women's casual clothes.First it introduces the relevant theoretical basis,then based on La Chapelle's internal and external environment it makes a specific analysis,later it summarizes the company's strengths and weaknesses,opportunities and challenges by SWOT,to help determine the future development strategy,and puts forward relevant strategy and implementation plan.The dissertation is composed of seven chapters.Chapter one illustrates the research background,significance and framework of the thesis.The second chapter gives a brief description of the theoretical basis of the study.The third chapter mainly uses the PEST macro analysis to analyze the macro economy,industry development and consumer situation of the enterprise.The fourth chapter shows the company's profile,development process,the basic situation and the core competence of the company.Chapter five summarizes the advantages and disadvantages,opportunities and threats of by using SWOT and helps determine the brand's location and selection of the company's strategy.The sixth chapter puts forward the specific strategic implementation plan,including product planning and design,supply chain and marketing channel mode management,organization management,process management and KPI.The seventh chapter summarizes the conclusions of this study,and puts forward some enlightens to this industry.Overall,due to changes in domestic demand and external competition,the overall clothing market slows down,and each into a faction.Consumers become more mature and rational.Responding to changes in the market and consumers,clothing counterparts each play their special strategy.In this paper,the brand image of La Chapelle is very large,and it has strong plasticity,high visibility,with its price meeting or even lower than consumer expectations.However,there are also problems such as low brand identification,low reputation,vague style and low premium ability.Research shows that,to the development stage,the company's future development strategy should shift to multi-brand development strategy,strengthening the ability of business enterprises,improving supply chain management capabilities and fine and standardizing channel management.