男士服饰销售企业三年战略规划2012.doc

男士服饰销售企业三年战略规划2012一、公司的业务发展计划 （一）公司发展目标公司的长期发展目标是成为国内品牌服装经营领导者。公司的中期发展目标是全力做好“海澜之家”系列品牌男装，加快市场拓展，形成约3,500家店铺规模，完成在全国各级城市的布局，并开拓和发展“爱居兔”等其他品牌系列。公司的短期发展目标是巩固并提高“海澜之家”系列品牌男装的市场地位，完善现有的营销网络，并用一年左右的时间拓展至2,500家店铺，并保持每年新增400家以上门店的扩张速度，扩建物流仓储配送中心，升级并扩建信息化网络管理系统，为业务的进一步拓展奠定基础，同时加大设计研发投入，确保公司的品牌男装适销、时尚。 （二） 主要发展计划1、完善和拓展营销网络 公司现有的营销网络，主要由加盟店组成，在店铺分布上，缺乏在一、二线城市核心商圈的布局。为完善现有的营销网络，公司拟通过直营的方式在一、二线城市核心商圈开设12家店铺作为区域营销中心，加强对区域内店铺的管理和服务职能，提升品牌形象。同时，公司派出了专门的门店拓展队伍，负责各级城市商铺信息的收集工作，在稳定现有店铺资源的基础上，公司拟在近期内将店铺数量增加至2,500家，使公司现有的营销网络得以进一步拓展和延伸。 2、扩建物流仓储配送中心 随着业务规模的迅速扩张和加盟店数量的快速上升，公司现有的物流仓储配送系统的处理能力已趋于饱和，公司拟在总部海澜服装工业城内进行扩建。扩建后的物流仓储配送中心，适应公司扩大后的业务规模，通过利用自动化的物流设备和现代化的物流管理模式，公司可提高物流效率，实现整个业务链的畅通运转。 3、升级和扩建信息化管理系统 近年来，公司业务规模扩展迅速，现有的信息化管理系统容量已无法满足数据统计的基础要求，并缺乏数据分析、自动提醒等智能化功能，不能适应日益复杂的管理需要。另外，公司现有的信息系统只涵盖产品入库、出库、门店入库和售出等环节，不包含对供应商存货的管理和对在途物资的实时监控。通过升级和扩建现有的信息化管理系统，上述不足将得以改进或弥补，公司的内部管理能力和对整条产业链的控制力将得到加强，有利于公司的健康快速发展。 4、产品研发计划 公司拟在现有的技术开发部的基础上，通过投入和整合，扩展建立六个中心一个基地，即流行趋势研究中心、工程技术研究中心、质量检测中心、服装信息中心、人才培训中心、技术交流中心和服装新产品研发中试基地。通过该六个中心一个基地的建设，公司可实现每年推出20个批次、200种西服（正装）系列新产品和30个批次、300种休闲服系列新产品的研发能力，进一步提升公司品牌附加值和核心竞争力。 5、人员发展计划 员工是公司最重要的资源，是公司可持续发展的基础。公司的人员发展计划主要包括： （1）加强现有员工培训，提高员工的综合素质。公司将建立从高级管理人员到普通店员的一整套培训体系，包括内部交流、轮换门店学习、外聘讲师授课、到国内外先进企业参观学习等方式，大幅提升员工素质。 （2）引进优秀人才，优化人才结构，完善人才梯队。随着业务规模的不断扩大，公司迫切需要具有丰富行业经验的高级管理人才加入。公司将建立合理的录用制度，调动人才的积极性，引进最适合企业发展的优秀人才，实现公司员工能力专业化。 （3）丰富人才激励手段，提高员工待遇，完善绩效考核体系。公司通过适当的激励措施，激发员工的创造性和主动性，满足员工自我认可的需求，做到事业留人，待遇留人，感情留人。 二、公司拟定上述计划所依据的假设条件 公司的上述发展计划是基于现有业务规模、市场地位、发展趋势等各方面因素综合制定的，其拟定依据了以下假设条件： 1、国内外政治、经济、社会环境稳定，宏观经济保持良好的发展态势； 2、国家的基本经济政策，纺织服装行业政策不会发生对公司业务造成重大不利影响的改变； 3、公司经营活动遵循的国家和地区现行法律、法规和政策无重大不利改变； 4、公司本次股票发行成功，募集资金及时到位，投资项目进展顺利； 5、无不可抗拒因素或不可预见因素对公司造成重大不利影响。 三、公司实施上述计划将面临的主要困难 上述计划的实施过程中可能会遇到以下困难： 1、核心商圈店铺资源较为稀缺，如公司不能持续找到适合经营的店铺资源，将可能影响营销网络的快速扩展； 2、公司的营销网络建设和新产品研发设计等，都需要人才支持，如公司不能及时根据业务发展需要聘用到合适的人才，将可能影响公司上述计划的实施。 四、公司确保实现上述计划拟采用的方式、方法或途径 （一）本次股票的发行为公司实现战略目标提供了资金支持，公司将认真组织募集资金投资项目的实施，不断完善公司营销网络建设的战略布局，提高公司产品的销售规模和市场占有率，并巩固和提高公司男装品牌运营商的整体形象； （二）严格按照上市公司的要求规范运作，完善公司的法人治理结构，以管理水平的提升带动效益的增长； （三）加大研发投入，不断提高公司产品的美誉度，进而提高公司品牌男装的核心竞争力； （四）加大市场开拓力度，凭借品牌优势、管理优势及营销网络优势，不断提高市场份额，扩大营业收入。五、上述发展计划与现有业务的关系 公司现有的业务模式已较为成熟。截至2011 年12 月31 日，“海澜之家”已拥有1,919 家店铺，具备一定的市场规模，且已建立起一整套对内部、对上游供应商和对下游加盟商的管理制度，具备快速复制能力。公司的主打品牌“海澜之家”树立了“男人的衣柜”的品牌形象，具有较好的知名度、识别度和美誉度。在此基础上，公司综合宏观经济发展状况、服装行业市场容量等因素进行分析后，拟定了的上述发展计划。上述发展计划是公司在现有业务基础上的自然发展，提升物流仓储、信息化系统等配套保障后，公司可通过营销网络的快速扩展实现规模扩张，成就公司成为国内品牌服装经营领导者的愿景。内部资料，请勿外传！9jwkffwvg#tym*jg&6a*cz7h$dq8kqqfhvzfedswsyxty#&qa9wkxfyeq!djs#xuyup2knxprwxma&ue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z8vg#tym*jg&6a*cz7h$dq8kqqfhvzfedswsyxty#&qa9wkxfyeq!djs#xuyup2knxprwxma&ue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxg89amue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z8vg#tym*jg&6a*cz7h$dq8kqqfhvzfedswsyxty#&qa9wkxfyeq!djs#xuyup2knxprwxma&ue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amue9aqgn8xp$r#͑gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnugk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$u*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$u*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz84!z89amv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$u*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$u*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnugk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tngk8!z89amywv*3tngk8!z89amywpazadnu#kn&muwfa5uxy7jnd6ywrrwwcvr9cpbk!zn%mz849gxgjqv$ue9wewz#qcue%&qypeh5pdx2zvkum>xrm6x4ngpp$vstt#&ksv*3tn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