Research On Strategic Transformatioan Of F Company

After decades of rapid development,China's sports apparel industry has gradually shown weakness and entered the trough of industry cycle.Especially from 2012 to 2016,sports apparel industry has high inventory and declining performance.Its stores closed in a large number.At the same time,enterprises also face increasing labor costs,tightening macro monetary policy,enterprise liquidity squeezing and high market competition.Enterprises are struggling for development.In this context,even if it has recover recently,how to speed up the strategic transformation and enhance sustained competitiveness,so as to gain a foothold in the increasingly fierce market,has became important propositions of every enterprise need to ponder.This paper has five chapters.The first chapter is the basic theoretical foundation,.It mainly elaborates strategic theory,strategic transformation theory and main strategic analyzing tools.The second chapter mainly uses the PEST model,porter's five forces model and SWOT model to analyze the external environment of F company in order to understand the development status and trend of footwear industry.The third chapter mainly analyzes the internal environment of F company,including current strategy,production capacity,technical level,human resources and organizational structure,as well as major financial performance.The fourth chapter discusses the strategic transformation of F pressure,then analyze strategy transformation,Finally it analyzes the implementation of the strategic transformation from brands,domestic sales,foreign trade,human resource,culture,manufacturing and e-commerce aspects and so on.Chapter five is the conclusion.The main conclusions are as follows:1.After high speed development,the sport industry is coming to maturity.Consumers gradually have mature cognition of product.Industry growth is significantly decreasing and market concentration is higher.2.New channels and new modes,such as e-commerce and fast fashion are emerging.3.F company has a relatively complete management system,but it is also in the dilemma of declining performance and squeezed market share.4.It is suggested to transform and deploy from six aspects,namely,brand,foreign trade plate,domestic sales plate,manufacturing,shoe material plate,human and culture and e-commerce operation.This paper takes F company as the research object.It can not only provide practical guidance of strategic transformation,but also play a certain reference function for other sports clothing enterprises on how to successfully achieve strategic transformation and upgrade.