Research On The Development Strategy Of Zhuji SJ Socks Stock Co.,LTD

In recent years,with the continuous improvement of the national and local policies,as well as the construction of Datang socks art town,Zhuji's sock industry has got successful development and certain popularity.Under the guidance of political vanes,sock industry in Zhuji is transforming and upgrading as well.Zhuji SJ Socks CO.,LTD is a comprehensive sock enterprise in Datang Caota area of Zhuji City,which integrates productions of socks,raw materials,dyeing and packing.Because of its early commencement,fast development and huge scale,it was listed on New Third Board(an over-the-counter market for growth enterprise)in 2016.The company has set up factories in both Zhuji,Zhejiang province and Shuyang,Jiangsu province,with more than 600 staffs and an annual output value of 114764668.42 in RMB.It is an enterprise that makes an outstanding contribution to local GDP.However,both the economics and the Internet technologies have been developing rapidly.As a result,the competition between sock enterprises is getting hotter and hotter day by day.Under the guidance of national and local policies,and the change of people's values and aesthetics,sock enterprises are constantly thinking about how to adjust the structural transformation and upgrade to adapt to this series ofchanges when making innovations in socks technology.So for Zhuji SJ Socks CO.,LTD,a big task facing the company at present is how to grasp the opportunity to promote the development of production and income.Firstly,based on the research of strategic management theory,this thesis combs and analyses the concept,characteristics and theoretical development process,as well as the research status and achievements of strategic management at home and abroad.Then,through PEST analysis,it analyzes the external macro environment of Zhuji SJ socks Co.,Ltd from the four aspects of politics,law,economy,social culture and technology.Meanwhile,by using Porter's five forces model,it also analyzes the competitive environment of SJ socks Co.,Ltd,and the internal environment of the company in terms of finance,organization,personnel,sales,products,etc.Afterwards,it puts forward the company's development vision and goal.By analyzing and comparing the internal advantages,disadvantages,external opportunities and threats of the enterprise with SWOT analysis method,it puts forward four development strategies.At the same time,it makes strategic decisions by comparing the advantages and disadvantages of the strategy and QSPM matrix quantitative tools.Finally,it raises the next development strategy of the enterprise and the corresponding implementation ways and guarantee measures.Conclusion and expectation: It can be seen that under the situation offierce competition in the sock industry,SJ sock industry Co.,Ltd.still has more internal opportunities than risks and more development advantages than disadvantages.It needs to rely on industrial policies as the guidance,and improve the organization,human resources,finance,technology and other aspects to ensure the realization of the strategic objectives of the enterprise.It is hoped that this study can bring favorable opinions to Zhuji SJ socks Co.,Ltd,help it to develop its thinking and strengths,avoid weaknesses,and make it become a more scale,more influential and more formal enterprise.