摘要

改革开放三十多年来,纺织品服装出口一直是我国对外贸易的重要组成部分,在经

济建设中对拉动就业、增加外汇储备起到了不可低估的作用。但是随着我国产业转型升

级、经济更进一步与世界接轨,特别是在加入WTO之后的十年中,纺织品服装出口行业

面临的国内外市场环境发生了巨大的变化。经历过全球的金融危机之后,以⑶国际为

代表的大型专业纺织品服装外贸公司如何在后配额时代面对新的经济环境,面对诸多不

利因素,如何利用自身多年积累的资源和优势,选择好今后的发展战略,这一研究不仅

对于CD国际,更包括许多同类的大型外贸公司都具有很重要的意义。

本文首先回顾了公司战略管理的研究情况,在理论基础之上,对CD国际进行了具

体的案例分析。首先从宏观环境入手,对CD国际面临的政治环境、经济环境、社会文

化环境和技术环境方面进行了分析。接下来根据迈克尔波特的五力模型理论,分析了纺

织品服装出口行业的整体行业竞争情况,通过行业分析,得出我国纺织品服装出口行业

在未来的十几年内仍将保持稳步增长,同时也将面临着产品升级、产业升级的外部压力

和内部要求。又通过对CD国际内部资源和优势的分析,确定了企业的核心竞争力。在

此基础上,通过SWOT分析矩阵得出了四种组合战略,通过对四种组合战略的分析,为

CD国际选择了走专业化道路,做好供应链的管理者这一发展战略,并制定了今后十年内

的战略目标,即成为毛衫、针织服装、梭织服装三大品类的专业服务商,成为全国纺织

品服装进出口企业50强之一。最后在战略实施即保障措施方面,结合公司目前的经营

状况,在组织架构、人力资源、激励机制、管理体系和信息建设等方面提出了建议。

关键词:发展战略;供应链管理;专业化;CD国际

CD国际贸易有限公司发展战略研究

The Study of Development Strategy of CD International

Trade Corporation

Abstract

In the past thirty years of reform and open, textile and apparel export has been an

important component of the exportation and its function of employment growth and foreign

exchange reserve can't be underestimated. With the transformation and upgrade of industrial

structure, and the more close connection with international economics, there has been an

tremendous changes on domestic and international market, especially in the last ten years ever

since the joint of WTO. Surviving in the global economic crisis, the study of how to struggle

through the new economic environment in the post-quota period and to choose fiiture

development strategy with the use of decodes of resources and advantages has become

meaningful not only for CD International, but also to other large similar enterprises.

At first the author summarized the study on strategy management of CD International. On

the basis of theory study, more detailed case study will take place later. Firstly,there is a

macroscopic analysis on the environment facing by CD International politically, economically,

social culturally and technically. Secondly, there is overall study on textile and apparel

exportation competition, according to Five Strength Model of Michel Potter. With help of

industrial analysis, it results in that our textile and apparel exportation will keep stable growth

in future decades, accompanied by internal and external challenges from product and industrial

upgrade. With the analysis of internal resource and advantage, it comes out the core

competitiveness of CD International. After that, SWOT analysis matrix comes out four hybrid

strategies, with the analysis of strategies determines the specific development strategy for CD

International, a more specialized road and a supply chain manager. It also establishes his

ten-year strategy target on specialized clothing dealer in the fields of sweater, knitted dress and

woven garments, and also 50 tops of national textile and apparel import and export enterprises.

At last, in the aspect of strategy execution and safeguard mechanism there are some suggestions

on organization structure, human resource, excitation mechanism, management system and

information construction.

Key Words: Development Strategy; Supply Chain Management; Specialization;

CD International

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