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摘 要
随着我国改革开放的进程的推进，我国的对外贸易取得了显著的成就，我
国的服装代理欧亿·体育（中国）有限公司因为对外贸易的高速发展而获得巨大的进步，服装代理成为
我国服装欧亿·体育（中国）有限公司的快速发展的一个重要组成部分。随着中国经济的发展，带动整
体市场消费的增长，中国市场蕴藏着巨大的发展潜力。国外服饰企业、品牌看
中了中国的市场潜力，纷纷进驻中国内地，投资、授权代理或者开设旗舰店、
专卖店，以建立全球销售网络的方式抢占中国市场。因此代理成为了目前服装
企业成长自我，发展企业实力的手段之一。特别是在我国加入 WTO 之后，服装
欧亿·体育（中国）有限公司因为市场准入等限制的取消，进入了高速发展的行列。于此同时，国外的
巨型服装代理欧亿·体育（中国）有限公司也逐步进入了我国的服装代理市场，越来越多的国际高端品
牌进入我国，我国服装代理欧亿·体育（中国）有限公司也面临者巨大的压力和挑战。因此，在此激烈
的国际竞争形势下，我国服装代理欧亿·体育（中国）有限公司不得不进行战略的转型，从而能够在市
场上获得更多的份额和发展。对于我国尚未成熟的服装代理企业而言,它们的成
长与发展正面临着种种发展机遇和发展困境，因此，如何在激烈的市场竞争中
获得生存和发展，怎样实现服装代理欧亿·体育（中国）有限公司的转型，这无疑是摆在我们面前的重
大问题。

青岛威玛公司作为一家服装品牌代理公司，有着十余年的发展历程，先后
取得了国内外十三个高端女装品牌的销售代理权，开设了包括商场专柜、直营
地店在内的四十余家店铺，具有一定的资金积累。但由于公司所销售服装皆来
源于代理，没有自主品牌，故难以对库存和成本进行管控和压缩，缺乏强有力
的市场竞争力和主动权，利润增长与公司规模发展不能成正比，因此青岛威玛
公司有必要进行战略转型。这有利于提升该公司的欧亿·体育（中国）有限公司竞争力，获取更大的发
展空间。希望通过对青岛威玛公司发展战略的分析研究，能对该公司的下一步
发展提供指导作用，并对类似青岛威玛公司的中小企业在如何应对当前的市场
环境，发挥自身优势，突破发展瓶颈，制订适合企业特点的转型发展战略时提
供一定的参考价值和指导意义。

关键词:青岛威玛公司；发展战略；PEST 分析；SWOT 分析

Abstract
With the advancement of China's reform and opening up,China's foreign trade has
made remarkable achievements,China's clothing agent industry because of the rapid
development of foreign trade and the great progress,clothing agent into the rapid
development of China's garment industry an important part of.With the development
of China's economy,driving the growth of the overall market consumption,the
development of Chinese market contains huge potential.Foreign clothing enterprises,
brand took a fancy to China's market potential,have been stationed in mainland China,
to invest,authorization,choose agent or flagship stores,specialty stores in order to
establish a global sales network way preempted market in China.Agent has become
the current clothing enterprises to grow self,one of the means for the development of
enterprise strength.Especially after China's accession to the WTO,garment industry
because of market access restrictions such as cancel,entered the high speed
development.At the same time,foreign giant clothing agency industry also gradually
entered the clothing agent market in China,more and more international high-end
brands to enter our country,our country clothing agency industry also faces enormous
pressure and challenges.Therefore,in the fierce international competition situation,our
country clothing agent industry has to make strategic transformation, so that they can
gain more share in the market and development.For our country is not yet mature
clothing agent,their growth and development are faced with a variety of development
opportunities and development dilemma, therefore, how to survive in the fierce
market competition and development, how to realize garment agent industry
transformation,it is the major issues in front of us.
Qingdao Weima company as a clothing brand agent company,has more than 10
years of development,has obtained the 13 sales of high-end women's clothing brand
agency, both at home and abroad set up including store counters,retail stores,more
than 40 stores,has accumulated a certain amount of money.But because the company
is selling clothes are derived from the agent,there is no independent brands,so hard to
inventory and cost control and compression,the absence of strong market