Research On Strategic Decision Of Multi-brand Clothing Enterprises Based On SWOT Analysis

With the integration of the global economy,China's garment industry is facing important changes in the worldwide economic tide.The multi-brand clothing enterprise is formed by the continuous expansion of the business scope in the development process of clothing enterprises.At present,the strategy of establishing a number of brands to increase market share through brand extension is very common.This strategy promotes the diversification of clothing enterprises and increases the burden on the development of enterprises,especially in the development of enterprises.Under the increasingly fierce market competition environment,how to achieve sustainable development and steady operation of multi-brand clothing enterprises has become a problem that enterprises are facing.SWOT analysis is a very widely used strategic analysis method.Through the analysis of the competitive environment and the resources of the enterprise,it puts forward scientific and effective strategic decision.The internal and external environment of the multi-brand clothing enterprise is thoroughly analyzed,and the objective choice of the reasonable enterprise strategy is the important guarantee for the enterprise to realize the sustainable development.SWOT analysis is an effective tool for enterprise strategic analysis and strategic formulation.It has systematic and structural characteristics,but it is limited by the lack of quantitative analysis using SWOT analysis.By analyzing the advantages and disadvantages of SWOT analysis,the feasibility of improving the SWOT analysis method is discussed,and AHP analysis method and SWOT are used.The analysis method combined with the analysis method,the enterprise strategy optimization model based on SWOT is constructed,and the steps of the model are explained in detail.Finally,the feasibility and effectiveness of the model is verified by the example of the multi-brand clothing enterprise of ETAM group.From the conclusion of actual analysis,this paper is based on S.The enterprise strategic optimization model of WOT can effectively analyze the strategic environment,make enterprise strategy and choose the strategic decision.It proves the validity and rationality of the model.At the same time,it puts forward the corresponding war by analyzing the current situation of ETAM development in the Chinese market and analyzing the internal and external environmental factors of ETAM group.