羊絨製品公司優化發展研究 ─以唐絹公司為例

Abstract

羊絨是天然的動物蛋白纖維，因其天然輕、柔、暖、軟等屬性的特點，是可用於貼膚穿著最親膚的材質之一，是目前世界上科學技術所織造的人工纖維無法超越的天然的紡織原材料，通常在交易中以克來論價，被稱為“纖維皇后”，其舒適高雅，稀有珍貴，傳統上深受貴族們的喜愛。隨著互聯網的興起，全球經濟一體化進程的加快，線下與線上虛擬相融合的生活方式的加速，人們的生活水準顯著提高，對身心健康和對品質生活的追求越來越高，人們對羊絨的瞭解更多，產品、價格、管道、促銷等也更加多元化。在這種背景下，隨著融合日益密切，使得羊絨製品的普及度日益提升， 人們對羊絨製品的需求越來越大，新的環境為羊絨的生產和銷售帶來新的挑戰。 本論文意在通過對浙江省唐絹羊絨製品公司的現狀研究，用PEST理論，通過從政治、經濟、文化、技術等的分析；用4P行銷理論，從產品、價格、銷售管道、促銷手段的分析；以及SWOT分析法，對公司的優劣勢、機會與威脅的分析等經典的行銷分析方法進行分析，並以此作為理論依據，深度的剖析在目前經濟形勢下，傳統的羊絨製品公司如何在經濟的浪潮中不被市場競爭所淘汰，研究得出羊絨製品公司發展狀況分析及優化策略，提出與唐絹羊絨製品公司相匹配，適應於現代經濟模式的公司優化發展策略，希望通過本論文的研究為類似於唐絹公司，傳統型羊絨製品公司們的發展提供一些實際的實操性強的建議與方法，並給出有價值的可借鑒的經驗以及相對科學的理論指導。

Cashmere is a natural animal protein fiber that can be used as the skin friendly material for close fitting and wearing. Due to its natural properties, it is light, soft, warm, and soft. Especially with the rise of the Internet, people have a better understanding of cashmere and more convenient purchasing channels. In this context, cashmere, with its unique natural health, comfort, softness, rarity, and preciousness, as well as the excellent quality of fashion, culture, and breathability in international cities, coupled with its rarity, is known as the "fiber queen". It is usually priced based on grams in transactions, It is a natural textile raw material that cannot be surpassed by artificial fibers woven by science and technology in the world. Cashmere products, with their comfortable and elegant characteristics, rare and expensive properties, are deeply loved by the vast aristocracy. With the acceleration of global economic integration and the integration of offline and online virtual economy lifestyles, people's living standards have significantly improved. People's satisfaction with physical and mental health and pursuit of high-quality life are becoming increasingly high. The increasingly close integration has led to the increasing fashion of cashmere products, resulting in a growing demand for cashmere products. The purpose of this paper is to study the current situation of Tang Silk Cashmere Products Company in Zhejiang Province, using PEST theory and analyzing from the perspectives of politics, economy, culture, technology, etc; Using the 4P theory, analyze products, prices, sales channels, and promotional methods; And the SWOT method is used to analyze classic marketing analysis methods such as strengths, weaknesses, opportunities, and threats. Based on this, a theoretical basis is used to deeply analyze how traditional cashmere product companies are not eliminated by market competition in the current economic situation. The development status of cashmere product companies is analyzed and optimization strategies are proposed to match Tang Silk Cashmere Product Company, The optimization development strategy of companies adapted to modern economic models is hoped to provide practical suggestions and methods for the development of traditional cashmere product companies similar to Tang Silk Company through the research of this paper, and provide valuable reference experiences and corresponding scientific theoretical guidance.