西蒙佩儿中国分公司竞争战略研究

本科论文abstractWith the economic development,women's status in the society is increasing dayby day.In addition to the huge population base of our country,women's underwearmarket has a huge opportunity.In order to improve the market share,domestic andforeign brands have launched increasingly fierce strategic competition.How to findtheir own in the fierce and complex market competition situation according to thedomestic political and economic environment,industry competition status andcustomer consumption characteristics Every underwear brand enterprise must payattention to improving brand recognition,repurchase rate and customer loyalty.This paper analyzes the development environment and competition environmentof Simon Pell's China branch,selects the appropriate competition strategy,and putsforward the corresponding safeguard measures,so as to enhance the strategiccompetitiveness of the brand.Firstly,this paper expounds the related concepts andtheories of competitive strategy,and analyzes the political and economic environmentand industry competition dynamics of Simone Pell China branch with pest and fiveforces competition analysis tools.Then combined with the existing competitivestrategy,internal resources and capabilities of the company,the company's strategicobjectives and competitive strategies are positioned,and finally a more appropriatedifferentiated competitive strategy is selected.According to the differentiatedcompetition strategy,the corresponding implementation strategies are put forwardfrom the perspectives of product differentiation,brand publicity differentiation,channel differentiation,price differentiation,etc.in order to ensure the smoothimplementation of the strategy,the strategic guarantee measures include improvingthe enterprise organization system,matching the company's overall strategicobjectives with the Department's objectives,strengthening the financial budgetcontrol,etc.Key words:Simon Pell China branch;competitive strategy;strategic measures