Research On Transformation And Upgrade Strategy Of M Clothing Enterprise

With the rapid development of China's economy,people's living standards are increasing,and consumers have put forward higher requirements for clothing.The development prospects and space of the garment industry have gradually expanded.With the phasing out of the world textile and clothing trade quotas,a broader market space is both an opportunity and a challenge.In China,the prospects of the apparel industry are very good and optimistic,the scale of the company is expanding,and the market demand is more diversified.After the reform and opening up,China's garment industry has developed rapidly with the help of land resources,high quality and low price raw materials and sufficient labor.Many garment enterprises in China have joined the economic globalization network with unique low-tech labor-intensive industries,providing OEM for Europe and the United States,and gradually becoming an outward-oriented processing economy relying on the foreign market.However,as the Chinese economy gradually transitions from developing countries to developed countries,many production factors are expensive,so the low-cost advantages of the previously established manufacturing links are gradually disappearing,facing an unprecedented crisis.The main incentive is that the overall lack of overall operation and detail design leads to a slight profit for existing apparel companies.SMEs are now facing problems such as capital and brand.How to get a place in the fierce market competition and get rid of the drawbacks of OEM development.Changing "Made in China" to "Wisdom in China" is a question worth pondering.This paper combs the literature on foreign countries and domestic related concepts,theoretical foundations,research methods,etc.Combined with the characteristics of China's garment industry,it locks the environment of the North Jiangsu region and analyzes the economic background,industry influence factors and production of M enterprise.Based on the global value chain theory and the smile curve theory,the SWOT analysis method,the PEST analysis method,the analytic hierarchy process and the fuzzy comprehensive evaluation method are combined with field investigations and interviews to analyze a series of problems such as of M clothing enterprises such as the poor management and management strategy,backward marketing mode and low profit.Therefore,combined with the above problems,the implementation measures,benefit evaluation and risk assessment of M garment enterprise transformation and upgrading were formulated.There are 15 figures,22 tables and 89 references in this paper.