Research On The Establishiment Of Differentiation Competition Strategy For ASZY Garment Corporation,Ltd

With the improvement of people's living standard,people's attention to clothing,food,housing and travel has gradually enhanced from quantity to quality.Especially in the aspect of clothing,people have already gone through the warm pursuit stage.Nowadays,they pursue more in clothes,such as style,design and texture.This puts forward new requirements for our clothing design and manufacturing enterprises.The research object of this paper is ASZY Garment Corporation of Shandong Province,a member of many garment processing enterprises in China.How to identify the development status of the advanced garment industry and select the appropriate development strategy of its own situation is the decisive factor that determines whether the ASZY Garment Corporation in Shandong can develop in a long run.For the current ASZY Garment Corporation,mainly depends on the contract processing mode of in the industry,supplemented by a small part of self-designed casual wear brand.The orders are mainly achieved through lower prices and the quality of products meeting customers' requirements.The added value of products is relatively low.With the more and more fierce competition in the garment industry,the profit of the industry has become thinner and thinner,and some products even have the situation of "losing money at a loss",which has brought huge business challenges to the ASZY Garment Corporation.Only by making clear the direction of development,choosing and formulating the competitive strategy that conforms to the enterprise's own situation,the ASZY Garment Corporation can survive and develop in the fierce competitive environment.Taking this background into consideration,by utilizing the basic theories of competition strategy,PEST analysis,five force model,value chain analysis and SWOT analysis,the author analyzed both the external and internal environment as well as the market competition environment of the ASZY Garment Corporation.Subsequently,in view of the vision and strategic objectives of the corporation,the author made a strategic match and strategic choice for the ASZY Garment Corporation,and decided to take the differentiation strategy as the overall competition strategy of the company.Finally,in order to ensure the successful implementation of the differentiated strategy,the author put forward relevant measurements for the company.