辽源市星辰袜业公司发展战略研究 纺织业在新中国成立初期就确立了其支柱性产业的地位，随着我国产业结 构的不断调整，科学技术的不断进步和互联网的迅猛发展，许多传统产业已经 被时代淘汰，而纺织业却一直保持着平稳健康的发展态势。纺织袜业作为纺织 业的重要分支，对纺织业的快速发展有着不可替代的作用，但纺织袜业行业技 术壁垒和资金壁垒相对较低，行业内小微型袜业企业数量庞大，袜业企业都面 临着很大的竞争压力。辽源市星辰袜业公司作为小微型袜业企业中的一员，在 此背景下利用战略管理的思维方式为企业制定未来发展战略，对企业本身和与 它同样的小微型袜业企业都具有很重要的意义。 本文以战略管理理论为基础，以辽源市星辰袜业公司为研究对象，在收集 总结大量理论文献的基础上，通过利用SWOT分析、PEST分析和波特五力模型 等常用的战略咨询、选择、制定工具，全面分析了公司当前的整体情况、发展 现状以及公司当前所处的内外部环境，并根据战略分析工具的分析结果和企业 发展的实际需要为企业选择合适的发展战略，又根据最终确定的战略选择为公 司制定了相应的战略实施措施和战略保障措施。全文共分为以下四个部分： 第一部分，介绍了本文的研究背景、研究意义、研究方法和研究内容，并 对与本文相关的理论基础和参考文献进行了阐述。第二部分，先对辽源市星辰 袜业公司自成立以来的整体情况进行了简要介绍，其次对公司的财务状况、生 产能力、销售能力和管理水平等几个方面的发展现状做了具体评价，最后从资 金能力、品牌意识、组织管理和产品开发等角度阐述了公司在当前发展中存在 的问题，并多方面剖析了问题形成的具体原因。第三部分，利用PEST分析法分 析了企业所面临的政治环境、经济环境、社会环境和技术环境等宏观环境，利 用波特五力模型围绕新进入者的威胁、替代品的威胁、供方议价能力、买方议 价能力、竞争对手间的竞争等五个方面对公司所处的竞争环境进行了分析，同 II 时从公司内部所拥有的资源和能力两个方面分析了公司的内部环境，最后利用 SWOT分析方法分析了公司发展中的外部机会、威胁和内部优势、劣势，并列 出了SWOT矩阵分析图。第四部分，根据公司战略规划的目标，最终确定了公 司发展战略选择为SO增长型战略，并从完善组织、加强营销、形成品牌和提升 创新能力等方面提出了具体的战略实施措施，从员工培训、提升产品和服务质 量、加强资金管控、规范管理制度和构建企业文化等方面制定了公司发展战略 的保障措施，为公司战略的顺利进行提供保证。最后，结合全文对本文作了总 体性的简要总结。 关键词： 发展战略，环境分析，波特五力模型 III Abstract Research on the Development Strategy of Liaoyuan Xingchen Socks Company At the early period of the founding of the People's Republic of China in 1949, the textile industry has established its position as a pillar industry. With the continuous adjustment of industrial structure, the continuous progress of science and technology and the rapid development of the Internet, many traditional industries have been eliminated by the times, but the textile industry has maintained a steady and healthy development trend. As an important branch of textile industry, textile hosiery industry plays an irreplaceable role in the rapid development of textile industry. Due to the relatively low technical and financial barriers in the textile hosiery industry and the large number of small and micro hosiery enterprises in the industry, there are great competitive pressures on hosiery enterprises. Liaoyuan Xingchen Hosiery, as one of the small and micro hosiery enterprises, under this background, use strategic management thinking mode to formulate enterprise development strategy to guide the future development of the enterprise is of great significance to the enterprise itself and the same small and micro hosiery enterprises as it. Based on the theory of strategic management and taking Liaoyuan Xingchen Hosiery as the research object, on the basis of collecting and summarizing a large number of theoretical documents, Through the use of SWOT analysis, PEST analysis and porter's five forces model and other commonly used strategic consulting, selection, development tools, a comprehensive analysis of the company's current overall situation, the status of development and the company's current internal and IV external environment, and according to the analysis results of strategic analysis tools and the actual needs of enterprise development for the enterprise to choose the appropriate development strategy, and according to the final determination of the strategic choice for the company to develop the corresponding strategy implementation measures and strategic safeguard measures. The full text is divided into the following fore parts: The first part introduces the background, significance, methods and contents of this study, and elaborates the theoretical basis and references related to this paper. In the second part, we have made a brief introduction on the overall situation since the establishment of the Liaoyuan Xingchen company, and secondly made a detailed assessment of the development of the financial situation, production capacity, sales capacity and management level of the company, and finally set forth the problems of the company's existing development in terms of financial capacity, brand awareness, organization management and product development, and has also analyzed the specific reasons for the formation of the problem in various aspects. In the third part, PEST analysis method is used to analyze the macro-environment （including political environment, economic environment, sociocultural environment and technical environment） faced by the company. Porter's five-force model (threat of new entrants, threat of substitute product, bargaining power of suppliers, bargaining power of customers and the intensity of competition among competitors) is used to analyze the competitive environment of the company, at the same time from within the company have the resources and have the ability of two aspects analyzes the internal environment of the company. Analyzes the company using SWOT analysis method in the development of the external opportunities and threats and internal strengths, weaknesses, and lists the SWOT matrix analysis diagram; In the fourth part, according to the objectives of the company's strategic planning, Ultimately determines the company development strategy choice for SO strategy. And from the V aspects of improving organization, strengthening marketing, forming brand and improving innovation ability, it puts forward specific strategic implementation measures, and has formulated safeguard measures for the company's development strategy from the aspects of employee training, improving product and service quality,and strengthening fund management and control, smooth implementation of the strategy provides assurance. Finally, combined with the full text, this paper makes a general summary.