[论文]西蒙佩儿中国分公司竞争战略研究

本科论文摘要随着经济发展，女性在社会中地位日益提高，加之我国庞大的人口基础，女性内衣市场机遇巨大，国内外品牌为了提升市场占有率，展开了日益激烈的战略竞争，如何在激烈复杂的市场竞争态势中，根据国内政治经济环境、行业竞争现状和客户消费特点找准自身定位，提高品牌认可度，提升回购率，提升客户忠诚度，是每一个内衣品牌企业必须重视的问题。本文通过对西蒙佩儿中国分公司竞争战略的研究，分析其行业发展环境和竞争环境，选择合适的竞争策略，并提出相应的保障措施，以此提升品牌战略竞争力。文章首先对竞争战略相关概念和理论进行了阐述，运用 PEST 和五力竞争分析工具分析了西蒙佩儿中国分公司政治经济环境和行业竞争动态情况。然后结合分公司的现有竞争战略、公司内部资源与能力，对公司战略目标和竞争战略进行定位，最终选取了较为合适的差异化竞争战略。并根据差异化竞争战略从产品差异化、品牌宣传差异化、渠道差异化、价格差异化等视角提出了相应的实施策略，为保障战略的顺利实施，从完善企业组织体系、公司整体战略目标与部门目标匹配、加强财务预算管控等战略保障措施。关键词：西蒙佩儿中国分公司；竞争战略；战略措施本科论文abstractWith the economic development, women's status in the society is increasing day by day. In addition to the huge population base of our country, women's underwear market has a huge opportunity. In order to improve the market share, domestic and foreign brands have launched increasingly fierce strategic competition. How to find their own in the fierce and complex market competition situation according to the domestic political and economic environment, industry competition status and customer consumption characteristics Every underwear brand enterprise must pay attention to improving brand recognition, repurchase rate and customer loyalty.This paper analyzes the development environment and competition environment of Simon Pell's China branch, selects the appropriate competition strategy, and puts forward the corresponding safeguard measures, so as to enhance the strategic compet...