民营企业打造世界品牌战略——“浪莎袜业”争创“世界袜王”的研究

浙江浪莎针织有限公司是目前我国最大的袜子生产企业。在全球经济一体化的背景下 ,“浪莎袜业”提出了“5年内成为‘世界袜王’”的战略目标。本文对“浪莎袜业”争创“世界袜王”的外部环境和内部条件进行了客观分析 ,并提出了其国际化经营的三大战略 :密集性的市场成长战略

Privately Owned Enterprises Marching to the World Brand

Zhejiang Langsha knitting limited company is the biggest sock producing enterprise in the country. Under the background of global economy, Langsha sock enterprise puts forward the strategy goal of "becoming the world sock king in five years". The thesis analyzes objectively the external environment and internal conditions for Langsha sock enterprise to strive for world sock king and puts forward three strategies for its internationalized business: concentrated market growing strategy, various market business strategy, multi-level market division strategy.