优衣库的战略分析.pdf

【摘要】优衣库在其成立、成长的短短数十年，秉持以顾客为中心的理念， 从一个名不见经传的小公司发展为日本服装零售第一品牌，缔造了日本企业的 又一成功。基于理论和实践的观点，通过文献研究的方法对优衣库的战略进行 了分析。首先，通过 PEST 分析法分析了全球服装行业的宏观环境，然后通过五 力模型分析法，对在行业内优衣库处于的竞争地位进行了分析，之后通过 SWOT 模型分析公司的优势和劣势，机会和威胁，最后得出结论，为中国服装行业的 发展提供经验。 【关键词】优衣库；战略；服装行业；分销渠道；质量 【Abstract】 UNIQLO in its establishment, growth in just a few decades, uphold the concept of customer-centric, from an obscure small company developed into the first Japanese clothing retail brand, creating a Japanese enterprise another success. Based on the theory and practice, this paper analyzes the strategy of UNIQLO through the method of literature research. First of all, through the PEST analysis method Analysis of the global apparel industry macro-environment, then through the five- force model analysis, in the industry UNIQLO in the competitive position of the analysis, and then through the SWOT model analysis of the companys strengths and weaknesses, opportunities and threats, and finally draw conclusions for the development of Chinas apparel industry to provide experience. 【Key Words】UNIQLO; strategy; Apparel Industry； distribution channels； quality Contents Chapter 1 Introduction 1 Chapter2 Literature Review and Methodology 3 2.1 Literature review3 2.2 Methodology5 Chapter 3 A Strategic Analysis of UNIQLO 7 3.1 PEST Analysis of Closing Industry7 3.1.1Political Factors7 3.1.2 Economic factors8 3.1.3 Social factors9 3.1.4 Technological factors9 3.1.5 Conclusions10 3.2 An Analysis Based on Five Forces Model10 3.2.1 Threat of new entrants10 3.2.2 Threat of substitutes11 3.2.3 Bargaining power of buyers12 3.2.4 Bargaining power of suppliers13 3.2.5 Intensity of rivalry13 3.2.6 Conclusions14 3.3 SWOT Analysis of Estée