摘要
I
摘要
服装加工贸易长期以来在我国对外出口中始终占有较大贸易额比重，是我
国传统的出口贸易方式之一。此前相当长的一段时期内，受惠于我国劳动力充
足的供给和大量的廉价劳动力，我国服装加工贸易企业始终在国际竞争中保有
较强的竞争能力，获取了大量的外贸加工订单，所创造的行业进出口贸易额在
世界总的贸易排名中居于前列。近年来，随着我国逐步进入老龄化社会、汇率
改革、人民币升值等一系列因素的影响，我国原有的廉价劳动力和人工红利正
在逐步消失，在后金融危机时代正在逐步丧失已保持十几年的贸易出口优势

在中国低价优势正在逐步丧失的同时，东南亚国家经过多年的技术积累凭借廉
价劳动力优势还是从中国贸易加工企业转移订单，影响了中国服装加工贸易企
业的订单获取量和加工量并倒逼中国企业进一步压缩利润空间。在内外压力的
夹击之下，中国服装加工企业要想持续经营就必须重新审时度势，制定新的发
展战略，通过创新技术、建立自主品牌在新的竞争格局下求得生存和发展

南昌 M 服装加工贸易企业在这样的背景下也在积极寻求战略变革和转型

M 公司多年来以代工加工出口为主，在发展战略演变和选择上面临着定位不准
确、内容不全面和缺乏人才的困境，如何确定未来的发展战略是亟待解决的问
题。本研究以全球价值链理论为理论基础，采用 PEST 和 SWOT 分析法分析了
M 公司当前经营的环境和内外优劣势以及发展战略演进中存在的问题，并据此
制定了 M 公司的发展战略，并提出了相应的战略实施保障措施

本文的研究分为六个部分。第一章绪论主要介绍了本文的研究背景、研究
意义以及国内外研究学者对服装加工贸易企业战略的研究现状。第二章在界定
了加工贸易企业和发展战略这两个核心概念的基础上介绍了加工贸易企业转型
理论和与战略分析相关的全球价值链理论、SWOT 分析法、PEST 分析法。第
三章进入案例部分，介绍了 M 服装公司的现状和面临的竞争压力，并分析了目
前 M 公司发展战略制定中存在的问题。第四章是具体分析，根据 PEST、SWOT
分析法分析了目前 M 公司发展战略的环境，优势、劣势以及所能作出的选择

第五章是 M 公司战略选择与实施，从目标制定、营销策略、技术升级以及内部
组织保障等角度阐述了 M 公司发展战略实施的要点。第六章总结全文，对未来
提出了展望

关键词：服装加工企业；发展战略；转型升级ABSTRACT
II
ABSTRACT
Garment processing trade is one of the traditional export trade in China, in
China&39;s export trade occupies a large proportion. However, due to the domestic
processing trade enterprises clothing products, a single industry chain and a very
low value-added products, resulting in China&39;s garment processing industry still
remain at a low level of development. With the globalization of economy and
China&39;s reform and opening up gradually, the number of workers is also the number
of advantages with the end of the demographic dividend and gradually disappear, the
aging of the population status has come ahead. Especially in the post-financial crisis
era, garment processing trade enterprises low-cost advantage and export trade
advantage has disappeared. And in contrast to the sustained increase in domestic
costs in Southeast Asia, after a certain period of time to grow, clothing production
technology has improved, the price advantage began to show. In such a context,
many orders from domestic to Southeast Asian countries, leading to a sudden drop in
orders for domestic enterprises, business survival and development have problems.
Based on this situation, to speed up the garment manufacturing industry to upgrade,
master the core technical capacity, enhance international competitiveness, so that our
garment manufacturing industry can be out of a brand and innovation characterized
by sustainable development path has been urgent.
Nanchang M garment processing trade enterprises in this context is also
actively seeking change and transformation. M company for many years to OEM
processing and export-oriented, in the development of strategic evolution and choice
on the positioning is not accurate, the content is not comprehensive and lack of
talent predicament, how to determine the future development strategy is an urgent
problem to be solved. Based on the theory of global value chain, this paper analyzes
the external environment of Chinese garment industry by PEST analysis, analyzes
the problems and opportunities of M garment company&39;s current development by
SWOT analysis, and summarizes and summarizes M Clothing company&39;s foundryABSTRACT
III
model and the daily production and management of the existence of the dominant or
stealth problems, from a number of angles to explore the M clothing company
available and effective transformation and upgrading of the path and
countermeasures for the company&39;s development strategy selection and
implementation Made constructive suggestions.
The basic logical framework of this study is divided into the following five
parts: The first chapter is the introduction of the introduction part. Narrates the
background and research significance of this research, reviews the research theory
and present situation both at home and abroad, and gives the key innovation point of
this paper. The second chapter introduces the theoretical basis related to this study.
Based on the definition of the two core concepts of processing trade enterprises and
development strategies, this paper introduces the theory of transformation of
processing trade enterprises and the global value chain theory, SWOT analysis and
PEST analysis related to strategic analysis. The third chapter goes to the case section,
introduces the current situation of M clothing company and the competitive pressure,
and analyzes the existing problems in the development strategy of M company. The
fourth chapter is a concrete analysis, according to PEST, SWOT analysis of the
current M company&39;s development strategy of the environment, advantages,
disadvantages and the options that can be made. The fifth chapter is the strategic
choice and implementation of M company. The main points of M company&39;s
development strategy are expounded from the angle of target setting, marketing
strategy, technology upgrading and internal organization guarantee. Chapter 6
summarizes the full text and provides a prospect for the future.
Key Words: Garment processing enterprises; development strategy; transformation
and upgrading目 录
IV
目 录
第 1 章 引言.....1
1.1 研究背景及意义 ........1
1.1.1 研究背景 .........1
1.1.2 研究意义 .........2
1.2 国内外研究现状 ........2
1.2.1 国外研究综述 .2
1.2.2 国内研究综述 .4
1.2.3 国内外相关研究述评 .6
1.3 研究方案设计 7
1.3.1 研究方法 .........7
1.3.2 研究思路与内容 .........7
第 2 章 企业发展战略相关理论....
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