| As the word’s rare special animal fiber and the high-grade raw material of textile industry, Cashmere was praised as "diamond fiber" or "soft gold". It is the rich and thick fur grown around the roots of the wool for warm. China is the largest country of the world’s cashmere production, accounting for more than 70% of the total world output while Mongolia for about 20%. In the 1980 s and 1990 s, Mongolian cashmere industry once had a period of high-speed development. But in the 21st century, Mongolian cashmere enterprises should have to make some adjustments. Because of the excess capacity, unreasonable business structure, weak independent innovation ability, and the fierce international business competition, Mongolian cashmere enterprises is gradually losing its motive force of development.The production of the Mongolian cashmere has reach 3500 to 4000 tons per year on average, and ranks second just behind China. In this case, the exports of the cashmere undoubtedly have great significance on the country’s economic and production, what’s more the welfare of the herdsmen. After 20 years of development, Mongolian cashmere enterprises have formed a relatively complete system and have placed in the pattern of international cashmere companies.In this paper, the international cashmere industry, Mongolian cashmere industry development status and "KHANBOGD" company development present situation will be introduced firstly. Then, the PEST method is used to analyze the political environment, economic environment, and technology environment, social and cultural environment of cashmere industry. I then use Michael Porter’s five competitive model to analyze the "KHANBOGD" cashmere industry competition environment, and SWOT analysis method to identify "KHANBOGD’"s advantages and disadvantages, opportunities and threats. Thus I put forward the "KHANBOGD" company’s development strategy and implement the strategy of security measures. Finally, this paper studies the general conclusions. |
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