SW公司纺织服装外贸市场聚焦战略研究
摘要
我国是世界上纺织服装出口最大的国家。近年来，受国内产业升级、成本上升、
中美贸易摩擦以及新兴纺织服装出口国家产业结构逐步完善等因素的影响，纺织服装
外贸市场竞争格局发生巨大变化，中国纺织服装外贸发展负重前行，加之 2019年底
新冠疫情在全球爆发，国际消费品市场需求下降，我国纺织服装出口遭遇严重冲击，
以单一出口为主的中小型纺织服装外贸企业如何在竞争中生存和发展，是企业管理者
和从业者必须正视和亟待解决的问题。基于此，本文以 SW公司为案例进行实证研究，
通过聚焦战略为广大中小型纺织服装外贸企业找到生存和发展路径。
本文在聚焦战略理论、竞争理论的研究基础上，结合国内外相关文献，利用 PEST
分析法和五力模型分别对 SW公司外部宏观环境和欧亿·体育（中国）有限公司环境进行分析，得出当前的外
部环境对我国纺织服装外贸企业发展的有利和不利因素，并对纺织服装外贸市场整体
发展进行阐述，提出欧亿·体育（中国）有限公司整体应对措施；其次，在内部环境分析上，对企业经营现状、
内部资源和能力进行分析，通过 SWOT分析法总结企业当前优势、劣势、威胁和机
遇，根据以上的研究结果，针对 SW公司竞争战略存在的问题，提出企业适应性调整
措施和运用聚焦战略的必要性；然后，基于 SW公司的现状，明确切实可行的聚焦战
略类型，对聚焦战略的收益和风险进行分析，并对聚焦战略模式选择、阶段性发展、
远期目标做出分析探索，再对聚焦战略具体实施方案和保障措施的制定做出详细指
引。
最后，本文得出以下结论：在新经济环境下，现有竞争战略无法维持 SW公司
生存和持续发展的需要，使用聚焦战略，选择恰当的战略模式，制定合适战略保障措
施可以增强 SW公司的核心竞争力，解决企业生存和发展问题；在研究展望部分，阐
述了论文研究的贡献和不足之处，并对未来研究方向加以展望。
关键词：聚焦战略；纺织服装；外贸市场
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SW公司纺织服装外贸市场聚焦战略研究
ABSTRACT
China is the biggest exporter of textile clothing in the world. Recent years, with the
impact caused by increase of raw materials, labor costs, exchange rate for RMB to USD,
Sino-US trade friction and the perfectingof textile clothing industrial structure of
Southeast Asia countries, the competition situation of foreign trade market for textile
clothing changes dramatically, and the development of China’s textile clothing foreign
trade is confronting tremendous pressure. In addition, the Covid-19 pandemic outbreak
worldwide since the end of 2019 takes the declining demands of international consumer
goods market. The exporting of China textile clothing is suffering new serious influence.
How to survive and develop in the extreme competition situation becomes an urgent matter
that need to be settled by management of small and middle-sized foreign trade enterprises
with single export business. Based on this issue, this paper takes SW Company as the case
for empirical research and finds the survival and development path for the majority of
small and medium-sized foreign trade enterprises through the focus strategy.
Using the focus strategy, foreign market competition theory, domestic and abroad
relativedocuments, thethesisanalyzestheexternal environmentandindustrial
environment by PEST method and five-force model respectively, and gets the advantage
and disadvantage factors of the current external environment for the development of
China's textile clothing foreign trade enterprises, and expounds the overall status of foreign
trade textile clothing industry development and proposes the overall countermeasures for
the industry; Then, in terms of internal environment, the paper analyzes the business
performance and internal resources and ability of SW company at present, and takes
advantage of SWOT Analysis for studying the strengths, weaknesses, opportunities and
threats. According to issues that SW company has on the competition strategy, the paper
proposes the adaptive adjustments to the enterprise and determines the necessity of using
focus strategy; Then, in view of current situation of SW company, the paper suggests
making the choice for the feasible focus strategy types, and analyzes the benefits and risks
of focus strategy, explores the mode selection, phased developments and long goals for the
focus strategy, and give detailed guidance on the specific implementing schemes and the
formulation of safeguard measures for the focus strategy.
At the end, the paper gets the following conclusions: Under the new economic
environment, the existing competitive strategy can’t maintain the needs of the survival and
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