多年以来,中国男装在受国际潮流影响的前提下,逐渐发展成为一个较成熟

的行业。随着经济发展,消费者随着生活水平的提高,对精神层面的要求也有提

升,具有国际潮流特色的品牌成了人们追求的对象。2008年以前,男装的品类比

较有限,而2008年以后,随着“日韩流”“欧美风”地不断渗入,人们对男装的

要求不仅仅局限于现有品类,而是又增加了时尚潮流的元素。巴彦淖尔市亿加亿

商贸有限责任公司是由此市场需求看到了男装的又一前景,从而掌握新的商机,

开始进入时尚休闲男装行业。

本文基于对中国服装行业的背景和未来发展趋势的分析和预测,运用了产业

组织理论、战略理论以及商业模式的观点,将巴彦淖尔市亿加亿商贸有限责任公

司的现状和存在的战略问题进行了深度研究,提出了亿加亿应如何在时尚休闲行

业确立自身的领跑地位,如何保持持续竞争优势,如何提升营销战略。通过详细

分析亿加亿所面临的宏观环境、贸易环境、机遇与挑战、资源条件、能力条件、

核心能力培育指向、优势劣势等问题,为公司设计出SWOT分析表,并相应得出四

个战略实施方案,即:SO战略、W0战略、ST战略、WT战略。最后,确定了公司

的战略定位的同时,为公司设计出一套全新的商业模式,并且进一步确定了公司

发展的战略重点和实施措施。

本文的写作将亿加亿存在的战略问题进行了深度研究,并通过多维角度对问

题进行分析,最终给出了公司所面临难题的解决方法。

关键词:时尚休闲,潮流元素,快消品,卖点,实体店

Abstract

With several years development,China's Men's Clothing has become a mature

industry. And with the economic development and better living standard, the consumers

began to require more spiritual level,and people has changed to chase special brand of

international trend. The category of Men's Clothing was so limited before 2008.

However, with the permeating of Japanese & Korean trend and European &

American Style”,people ask for more elements with fashion and trend. Bayannaoer City

YI JIA YI Business Trading Limited Liability Company focuses on this point, and steps

on the fashionable and casual men's clothing industry.

The paper,with the points of Industrial Organization Theory,Strategic Theory and

Business Model,based on the analysis and prediction of background and future

development trend of China garment industry, has taken a deep research on current

situation and subsistent strategic problems of Bayannaoer City YI JIA YI Business

Trading Limited Liability Company. And also, it proposed how YI JIA YI comfirms its

leading status, keeps competitive superiority, and continues to improve marketing

strategy.With the detailed analysis of YI JIA YI problems of macro environment, trade

environment, opportunities and challenges, resources condition, ability condition,

cultivation of core competence, advantages and disadvantages, etc.,the Paper has

designed SWOT analysis table,and get four corresponding strategic implementation

schemes: SO strategy, WO strategy, ST strategy,WT strategy.

Finally, the Paper designed a set of new business model for the company while

confirming the strategic position, and further determines strategic priorities and

implementation measures of company development.

Key words: fashion& leisure,trend elements,Fast Moving Consumer Goods (FMCG),

selling points, physical store

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