当前，由于受到国际经济发展趋缓，国内原材料和人工成本的逐年上涨，以 及以印度，巴基斯坦，越南为首的其他劳动密集型发展中国家的迅速追赶等因素 的影响，我国纺织品出口在国际市场上不再具有明显的价格优势；与此同时，越 来越多的海外客户选择直接和生产商，即生产厂家合作，以减少在外贸公司这一 中间环节的成本支出，使国内家纺贸易公司的发展进入了瓶颈期，普遍面对着该 如何及时进行战略转型的共性问题。 本文以CW家纺贸易公司为研究对象，从战略管理及战略转型的基本概念， 战略转型的方式，影响战略选择的因素，以及战略实施的主要任务为出发点，运 用PEST分析法和波特的五力模型对CW公司外部环境和所在行业环境进行了多 方位，详细的分析，并针对性的对CW公司目前的经营模式和现状进行了同步剖 析。 在以上分析基础上，本文提出了适合CW公司战略转型的具体方案，即为， 加强销售渠道建设，扩宽产品种类和客户范围；联合海外客户，开拓中国进口代 理市场；与生产企业合作，建立贸易加生产的经营模式，从而实现公司多元化的 经营方式。在具体方案提出的同时本文还制定了相关方案的具体实施规划和保障 措施，以确保战略方案能够顺利地实施和完成。 本文从如何重新定位公司，如何进行战略选择，如何进行战略实施三个方面 对CW公司的战略转型进行了研究，为CW公司的战略转型实践和中国家纺贸易 企业今后的发展提供了启示。 关键词，战略转型；战略实施及保障；家纺贸易公司III Abstract Nowadays, due to the slowdown in the international economic development, the annual increasing in domestic raw materials and labor costs, and the rapid catch-up of other labor intensive developing countries, China's textile exports are no longer have a price advantage in the international market. At the same time, more and more overseas customers choose to cooperate directly with the manufacturers to reduce the expenditure that they pay for the trading companies, so domestic textile trading companies are inthe bottleneckperiod, andfacingthe common problem ofhow to carry out strategic transformation in a timely manner. Taking CW Home Textile Trading Co., Ltd. as the research object, from the basic concepts of strategy management and strategic transformation, strategic analysis perspective, factors that affect strategic selection and the main tasks of strategy implementation, this thesis uses PEST method and Porter's five-force model to analyze the external and its industry environment of CW company and also did analysis for the positive and negative sides of the company. This thesis puts forward suitable strategic transformation plans for CW company after analyzed: To strengthen the sales channels and to broaden the range of products and customers; To cooperate with overseas customers to start the import business; To cooperate with manufacturers to establish trading and production business model to achieve the diversification of the company. At the same time as the proposal is made, the thesis also sets out the concrete implementation plans and guarantees which measures of the relevant plans to ensure the smooth implementation and completion of the strategic program. This thesis provides the inspiration for the strategic transformation practice of CW and the future development of Chinese textile trading companies. Keywords: Strategic transformation; Strategy implementation and assurance; Textile Trading Company目录 致谢................................................................................................................................ I 摘要...............................................................................................................................II Abstract........................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 选题背景和研究意义.............................................................................................1 1.1.1 选题背景......................................................................................................1 1.1.2 选题意义......................................................................................................5 1.2 国内外文献回顾.....................................................................................................6 1.2.1 国外文献回顾..............................................................................................6 1.2.2 国内文献回顾..............................................................................................8 1.3 研究内容及结构框架...........................................................................................10 1.4 研究方法...............................................................................................................12 1.5 本文创新点...........................................................................................................12 第 2 章 理论基础........................................................................................................13 2.1 战略管理及战略转型概念...................................................................................13 2.2 战略转型方式.......................................................................................................13 2.3 影响战略选择的因素...........................................................................................14 2.4 战略实施主要任务...............................................................................................16 第 3 章 CW 公司外部环境分析................................................................................18 3.1 宏观外部环境.......................................................................................................18 3.1.1 政治环境分析............................................................................................18 3.1.2 经济环境分析............................................................................................19 3.1.3 社会环境分析............................................................................................22 3.1.4 科技环境分析............................................................................................23 3.2 行业环境...............................................................................................................25 3.2.1 行业背景....................................................................................................25 3.2.2 行业环境分析............................................................................................28 3.3 本章小结...............................................................................................................30第 4 章 CW 公司经营现状分析................................................................................32 4.1 CW 公司概况及发展............................................................................................32 4.2 CW 公司现有组织结构........................................................................................33 4.3 CW 公司运营模式................................................................................................35 4.4 CW 公司经营现状分析........................................................................................35 4.4.1 CW 公司的优势.........................................................................................35 4.4.2 CW 公司的劣势.........................................................................................36 4.4.3 CW 公司的机遇.........................................................................................36 4.4.4 CW 公司面对的威胁.................................................................................37 4.5 本章小结...............................................................................................................38 第 5 章 CW 公司战略转型方案................................................................................40 5.1 CW 公司战略转型目的........................................................................................40 5.2 CW 公司战略转型方案设计思路........................................................................41 5.3 CW 公司战略转型