Research on the Development Strategy Modes and Selections of Chinese Outdoor Jacket Industry

摘要

The study on development strategy mode of outdoor jacket in China will efficiently benefit the industrial transformation and strengthen the competitiveness of a company. In this paper, a comprehensive evaluation on the adverse factors of outdoor jacket industry is done. Then, using SWOT-APH method calculated the ranking of optimal strategy. Based on the calculation results and combine with characteristics of Chinese outdoor Jacket industry chain, this paper proposes some development strategy modes for three different enterprises engaging in outdoor jacket - outdoor jacket makers, outdoor jacket branding companies and outdoor jacket retailers.