Research On Strategies For Optimization And Upgrade Of Shengzhou’s Necktie Industry From The Perspective Of Industry Chain

The first chapter illustrates the background of the writing of this paper. Byintroducing the characteristics of Zhejiang’s economy, this chapter draws forth thatZhejiang’s economy features industrial clusters, indicating that industrial clusters have asignificant impact on Zhejiang’s economy. However, faced with the impact of thefinancial crisis, industry clusters are facing new challenges, which will trigger a newround of global industrial restructuring, so there is the need for integration andupgrading of industrial chains in order to enhance their competitiveness. Hence, thischapter presents a research of the necktie industry as well as strategies and initiativesfor its optimization and upgrading, which play a role of demonstration and reference forthe same type of industrial clusters.The second chapter is research of relevant theories. From the study of literatures athome and abroad, this chapter proposes literature review on the theoretical origin, maincontent, formation and construction, integration and upgrading and other aspects ofindustrial chains, while connecting the industrial chain-related theories and industrialchain upgrading, thus to have a more profound understanding of the industrychain-related theories, industrial chain integration and upgrading and other relatedcontents, providing a theoretical basis for the study of Shengzhou’s necktie industrychain.The third chapter reviews the situation of Shengzhou’s necktie industry. Byprobing into the development process of Shengzhou’s necktie industry this chapterunderstands the history and course of evolution of Shengzhou’s necktie industry cluster;through surveys and visits, data collection and other methods learns the developmentstatus of Shengzhou’s necktie industry, while describing the development plancombined with the local realities.The fourth chapter analyzes the circumstances of Shengzhou’s necktie industrychain. By status quo analysis of the upstream, midstream, and downstream ofShengzhou’s necktie industry, this chapter presents the status quo of the whole industrychain; and then analyzes the problems with Shengzhou’s necktie industry chain alsofrom the perspectives of the upstream, midstream and downstream of the industry chainand for each perspective raises three issues, while suggesting the use of such methods asSWOFT to analyze the strengths and weaknesses of Shengzhou’s necktie industry chainintegration. The fifth chapter presents a strategic design for Shengzhou’s necktie industry chainintegration. In strategic design for the upstream, three proposals are made, namelyexpanding the base to defuse the risk of raw material supply, integrating the upstream toreduce costs of raw material procurement, and conducting mergers and restructuring topromote clustering of raw materials enterprises; in strategic design for the midstream,three proposals are made, namely increasing talent inputs, increasing R&D investment,and increasing branding investment in the midstream of necktie industry chain; in thestrategic design for the downstream, three suggestions are put forward, namelyimproving supporting facilities, upgrading the public service level of this industry,improving sales channels, improving the level of modern marketing, improving theclustering mode, and enhancing the overall level of competition in the industry.The sixth chapter makes empirical research of Shengzhou’s necktie industry chainintegration. With Shengzhou Babei Group as a case study, this chapter first has apreliminary understanding of the company from its brief introduction; and secondlyillustrates the company’s strategies for industrial chain integration from four aspects ofacquisition of upstream companies, clutching at technical innovation and branding, theestablishment of foreign design offices, and the opening of global outlets; thirdlyanalyzes the effects that industrial chain integration brings to the company from threeaspects of increased business volume, enhanced value chain, and emerging integrationstrategy.The seventh chapter summarizes the contents and innovation of the full text,looking into the prospects for future work.