企业竞争战略研究--以海澜集团为例.doc

摘要:改革开放以来，我国的民族服装产业进入了高速发展时期，目前国外许多名牌在侵吞着我国庞大的服装市场，国内的服装企业有所警醒，逐步开始实施自己的品牌策略，取得了一定的效用。海澜集团在猛烈的男装市场竞争中崭露头角，在国内男装行业取得一隅之地，成为响当当的一个大品牌，关键是海澜坚持研究服装企业的竞争策略，沿袭国际那些耳熟能详的大牌的营销战略，并将其联系现实运用到自身上来。

    本文以波特的竞争战略理论为基础，结合市场营销4P理论，以海澜集团为例，对企业的竞争战略从理论和实践结合的角度进行应用研究。采用了文献法、实地调查法和人物采访法等研究方法。首先，在有关竞争战略研究理论的基础上，综述了国内外研究动态，界定了本文的研究对象—海澜集团竞争战略的相关范畴。其次，以全国男装行业为背景，对海澜集团所处的整个外部竞争环境进行剖析，并用五力模型分析整个行业的竞争结构。然后，再逐步分析海澜集团的内部环境，比如公司概况、内部资源、产品定位以及优劣势等。最后，总结了一下海澜所采用的比较成功的竞争战略。

关键词：男装；五力模型；竞争战略

Abstract:Since reform and opening, China's national clothing industry has entered a period of rapid development, now many foreign brands is embezzling China's huge clothing market, the domestic clothing enterprises had been on the alert, and gradually began to implement their own brand strategy, and achieved a certain effect. HAILAN group show itself talented in the fierce mens clothing market and become a big brand in the domestic industry , the key is to adhere to study the competitive strategy of clothing enterprises and followed those big international brand's marketing strategies, and applied them to itself up. 

　　　This paper is based on the Michael Porter's competitive strategy theory, in HAILAN group as an example, research on the enterprise competition strategy from the view of theory and practice. we have used literature method, survey method and interview method. First, in this paper, based on the research of competitive strategy theory, summarizes the domestic and international research status, defines the related category of HAILAN group's competitive strategy. Second, taking the menswear industry as a backdrop, this paper analyses the entire Hailan's external competitive environment and uses five forces model to analyses the competitive structure of the industry. Then,this paper analyses Hailan's internal environment step by step , such as company profiles, internal resources, product positioning, and the advantages and disadvantages and so on. Finally, summing up successful competitive strategies what used by HAILAN . 

Keywords: Mens Clothing; Five Forces Model; Competitive Strategy