Study On The Strategic Choice Of The Development Of DHT Clothing Company

With the change of domestic and international economic situation, China’s smalland medium-sized garment enterprises and external environment has undergoneprofound changes, if we adhere to the development pattern of the past things, willinevitably fall into the tragic ending of the failure of enterprises. Therefore, China’sgarment enterprises are faced with the urgent needs of transformation development.However, what kind of development path for small and medium-sized garmententerprises, and how to make a rational choice in the fierce competition in the market ofsmall and medium-sized garment enterprises, this paper takes Wenzhou DHT companyas the research object, to explore a suitable for small and medium-sized garmententerprises transformation development path, for other small and medium-sized garmententerprises for reference.Firstly, researches on the DHT company’s internal and external environment. Thestudy firstly uses the PEST analysis to the macro environment, analyses the factors ofeach policy, economy, culture and other aspects of technology; secondly, by using fiveforces model to analyze the basic situation of DHT company in the industry, theindustry competition, potential entrants, substitute products, customer and supplierstrength five, analysis of the development status of the industry’s future at the companyDHT; thirdly, detailed analysis of DHT company’s resources and capabilities, through tothe DHT Corporation is the key product, marketing, innovation and other aspects of theresources and capacity are analyzed and summarized; finally using SWOT analysis andDelphi method, determined the difference is the DHT for the company’s developmentstrategy of transformation.The differentiation strategy in DHT company layer, business layer and functionlayer. At the company level, differentiation strategy is reflected to form an alliancestrategy complementary and on the lower reaches of the company, through thecoordination of all resources to achieve the win-win goal. In the business layer,differentiation strategy is reflected in the company’s products, channels and customerservice. Create own brand products, build new sales channels, enhance the designcapability of improving the customer service is the main way to realize the businesslayer differentiation. The functional layer, the differentiation strategy embodied in the efficiency, quality, innovation and customer satisfaction of these four aspects. Throughadjusting organization and personnel training to improve the efficiency of the staff, theimplementation of total quality management, improve product quality, enhance thedesign capability through imitation and improve customer service, improve customersatisfaction, these measures reflect the functions of the DHT company level strategy ofdifference.DHT company began to implement the difference strategy from2011. In thecompany level, the alliance development strategy of DHT company, effectively reducethe raw material cost, increase company benefit. In the business layer, DHT has createdits own brand "magic angel", the new sales channels also enabled the electroniccommerce and the franchise, design capacity through "imitation--joint design--theindependent design" three steps to realize. The functional layer, in order to realize thesmooth adjustment of the organizational structure of the company, DHT company hasmade a corresponding adjustment of ownership structure, the efficiency of the companythrough the human resources management and financial management is embodied, andtotal quality management staff also actively participate in the improvement of thequality of work, the design capacity is in the imitation improved. The differentiationstrategy of DHT company fall.DHT company through the implementation of differentiation strategy, to carve outa path, an innovative development in2012, the DHT company’s after tax profits in2010increased by2.5times, the preliminary results achieved after the transformationdevelopment. DHT company in the path of transformation and development at the sametime out for themselves, but also provide a reference role for the development of smalland medium-sized garment enterprises transformation of other.