| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-19页 |
| 1 Introduction | 第19-28页 |
| 1.1 Background | 第19-21页 |
| 1.2 Meaning of the Research | 第21-22页 |
| 1.3 Research Methods | 第22-23页 |
| 1.4 Main Analysis Tools | 第23-26页 |
| 1.5 Research Content and Structure | 第26-28页 |
| 2 Literature Review | 第28-37页 |
| 2.1 Process of Enterprise Strategy Management | 第28页 |
| 2.2 Overview on Development of Strategy of Enterprise | 第28-35页 |
| 2.3 Limitations of Previous Studies and Supplements | 第35-37页 |
| 3 Introduction to X Apparel (Lingerie) Company | 第37-47页 |
| 3.1 Status Quo of X Apparel (Lingerie) Company | 第37页 |
| 3.2 OEM | 第37-38页 |
| 3.3 Entity Stores | 第38-39页 |
| 3.3.1 Underwear | 第38页 |
| 3.3.2 Casualwear | 第38-39页 |
| 3.3.3 Accessories | 第39页 |
| 3.4 Existing Problems of X Apparel (Lingerie) Company | 第39-47页 |
| 3.4.1 Weak Brand Impact | 第39页 |
| 3.4.2 Poor R&D (Design) capability | 第39-40页 |
| 3.4.3 Acknowledge few to status of market and competitors | 第40-45页 |
| 3.4.4 Narrow Business Scope | 第45-47页 |
| 4 Analysis of X Apparel (Lingerie) Company’s Strategy Environment | 第47-60页 |
| 4.1 Analysis of macro-environment | 第47-54页 |
| 4.1.1 Political Environment | 第47-48页 |
| 4.1.2 Economic Environment | 第48-50页 |
| 4.1.3 Social Environment | 第50-51页 |
| 4.1.4 Technological Environment | 第51-54页 |
| 4.2 STP Analysis | 第54-58页 |
| 4.2.1 Segmenting | 第54-56页 |
| 4.2.2 Targeting | 第56-57页 |
| 4.2.3 Positioning | 第57-58页 |
| 4.3 Strategy Analysis based on SWOT | 第58-60页 |
| 4.3.1 Strengths | 第58页 |
| 4.3.2 Weakness | 第58-59页 |
| 4.3.3 Opportunities | 第59页 |
| 4.3.4 Threats | 第59-60页 |
| 5 Selection and Formulation of X Apparel (Lingerie) Company’s DevelopmentStrategies | 第60-67页 |
| 5.1 Strategy Selection based on SWOT Matrix | 第60-63页 |
| 5.1.1 Differentiation strategy | 第61-62页 |
| 5.1.2 The establishment of core competitiveness strategy | 第62-63页 |
| 5.2 Development Strategies Formulation of X Apparel (Lingerie) Company | 第63-67页 |
| 5.2.1 Principles in the Formulation of Development Strategies | 第63-64页 |
| 5.2.2 Formulation of Strategy objectives | 第64-67页 |
| 6 Policy Suggestions on X Apparel (Lingerie) Company’s Development Strategies | 第67-75页 |
| 6.1 Implementation of development strategies of X Apparel (Lingerie) Company | 第67-71页 |
| 6.1.1 To create excellent enterprise’s brand and bring forth new marketingmodes | 第67-68页 |
| 6.1.2 Adopt differentiation brand marketing tools | 第68-70页 |
| 6.1.3 To improve product-design competence and extend product categories | 第70-71页 |
| 6.2 X Apparel (Lingerie) Company’s strategy supporting system | 第71-75页 |
| 6.2.1 To Build an Enterprise Culture Centered on Innovation and Unity | 第71页 |
| 6.2.2 To enhance human resources’ development | 第71-74页 |
| 6.2.3 To integrate current businesses and determine the key developmentdirection | 第74-75页 |
| 7 Conclusion | 第75-82页 |
| 7.1 Main Conclusions | 第75-78页 |
| 7.2 Enlightenment of international fast fashion brands marketing model for theChinese clothing enterprises | 第78-81页 |
| 7.3 Research Limitations and Prospects | 第81-82页 |
| Reference | 第82-83页 |
