优衣库的战略分析研究 工商管理专业

1、【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 fe

2、w 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 rese

3、arch. 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 weakn

4、esses, 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； qualityContents TOC o 1-3 h z u HYPERLINK l _Toc511056357 Chapter 1 Introduction PAGEREF _Toc51105

5、6357 h 1 HYPERLINK l _Toc511056358 Chapter2 Literature Review and Methodology PAGEREF _Toc511056358 h 3 HYPERLINK l _Toc511056359 2.1 Literature review PAGEREF _Toc511056359 h 3 HYPERLINK l _Toc511056360 2.2 Methodology PAGEREF _Toc511056360 h 5 HYPERLINK l _Toc511056361 Chapter 3 A Strategic Analys

6、is of UNIQLO PAGEREF _Toc511056361 h 7 HYPERLINK l _Toc511056362 3.1 PEST Analysis of Closing Industry PAGEREF _Toc511056362 h 7 HYPERLINK l _Toc511056363 3.1.1Political Factors PAGEREF _Toc511056363 h 7 HYPERLINK l _Toc511056364 3.1.2 Economic factors PAGEREF _Toc511056364 h 8 HYPERLINK l _Toc51105

7、6365 3.1.3 Social factors PAGEREF _Toc511056365 h 9 HYPERLINK l _Toc511056366 3.1.4 Technological factors PAGEREF _Toc511056366 h 9 HYPERLINK l _Toc511056367 3.1.5 Conclusions PAGEREF _Toc511056367 h 10 HYPERLINK l _Toc511056368 3.2 An Analysis Based on Five Forces Model PAGEREF _Toc511056368 h 10 H

8、YPERLINK l _Toc511056369 3.2.1 Threat of new entrants PAGEREF _Toc511056369 h 10 HYPERLINK l _Toc511056370 3.2.2 Threat of substitutes PAGEREF _Toc511056370 h 11 HYPERLINK l _Toc511056371 3.2.3 Bargaining power of buyers PAGEREF _Toc511056371 h 12 HYPERLINK l _Toc511056372 3.2.4 Bargaining power of

9、suppliers PAGEREF _Toc511056372 h 13 HYPERLINK l _Toc511056373 3.2.5 Intensity of rivalry PAGEREF _Toc511056373 h 13 HYPERLINK l _Toc511056374 3.2.6 Conclusions PAGEREF _Toc511056374 h 14 HYPERLINK l _Toc511056375 3.3 SWOT Analysis of Este Lauder PAGEREF _Toc511056375 h 14 HYPERLINK l _Toc511056376

10、3.3.1 Strengths PAGEREF _Toc511056376 h 14 HYPERLINK l _Toc511056377 3.3.2 Weaknesses PAGEREF _Toc511056377 h 16 HYPERLINK l _Toc511056378 3.3.3 Opportunities PAGEREF _Toc511056378 h 17 HYPERLINK l _Toc511056379 3.3.4 Threats PAGEREF _Toc511056379 h 18 HYPERLINK l _Toc511056380 Chapter 4 Conclusions

11、 PAGEREF _Toc511056380 h 20 HYPERLINK l _Toc511056381 4.1 Summary of dissertation PAGEREF _Toc511056381 h 20 HYPERLINK l _Toc511056382 4.2 What Chinas clothing industry could learn PAGEREF _Toc511056382 h 20 HYPERLINK l _Toc511056383 Acknowledgement PAGEREF _Toc511056383 h 22 HYPERLINK l _Toc5110563

12、84 Bibliography PAGEREF _Toc511056384 h 23Chapter 1 IntroductionThe case study is about the UNIQUE CLOTHING WAREHOUSE, which is the worlds top ten Leisure Apparel brand. UNIQLO is a clothing company, which was originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer. Now it is a glo

13、bal brand with over 1000 stores around the world. It provides customer of all ages with high quality and reasonable price of casual wear. Tadashi Yanai is the founder and CEO of UNIQLO. After Working in Japans famous retail company for a short period of 9 months. Accumulating experience, he joined h

14、is fathers founder of the retail enterprise small County Business. The CEO of UNIQLO sticks to all the big things and think by himself. It is precisely because Yanai is constantly trying not to give up the idea that contributes to todays international UNIQLO. Japans service manufacturing industry, w

15、hich is under the financial crisis, is fading, even companies like Toyota, Honda and Panasonic cant get rid of the deficit situation。But at the same time there is a clothing brand company UNIQLO but catching up, clothing supermarkets sweeping the world, the company sold Sales, dividends even to crea

16、te success. As a multinational company, UNIQLO has always been in the leading position in the apparel industry and continues to improve. However, the company also has many problems, such as more competitors, low price advantage.Chinas apparel market has become a battleground for companies from all o

17、ver the world, because the Chinese market has great potential. And UNIQLO performed excellent in the competition. Therefore, this case study aims to provide experience for the development of apparel enterprises in China by summarizing the successful experience and deficiencies through the strategic

18、analysis of UNIQLO.This article uses the method that unifies the theory and practice, has carried on the analysis to the UNIQLO strategy. PEST analysis can make people realize the political, economic, social and technological environment of the enterprise. And facilitate enterprises to better positi

19、on direction and market potential. The macroscopic environment analysis can help UNIQLO manage well, improve its sensitivity to the change of peripheral condition, enrich and perfect the strategic plan of the Enterprise prospect. Porters five-force model assesses the competitive position of UNIQLO.

20、Every company wants to gain an advantage in the competition. Therefore, this model will help to understand the background of UNIQLO. Use SWOT to analyze the management performance of UNIQLO. This will help to provide a feasibility proposal for the company to produce products. Because it is indispens

21、able to corporate reputation and sales, it helps to understand the environment of the company.Through other materials, this paper also compares and analyzes related literatures from different views, draws on existing research conclusions, provides theoretical support and research methods for this th

22、esis, and makes the article more convincing.Chapter2 Literature Review and Methodology2.1 Literature reviewIn order to have a more complete picture about the issues I am to examine, the literature review will start with the concept and evolution of strategic management, and then explain the theory t

23、o be used in this paper in order to better understand why we should choose these tools.The word strategy has been derived from the Greek word strategos, the combination of stratos (the army) and ago (to lead) meaning the military general (David, 2005). The word strategy means the art of ensuring and

24、 arranging the unity of action in order to reach a goal, which can be seen in dictionary. From the point of origin and definition of strategic management, we can see that strategic planning originates from military management, and business strategy has many similarities with military strategy in man

25、y aspects. Their essence is to gain competitive advantage. Strategic management has different definitions from different perspectives, for example, from a modernist standpoint that strategic management can be viewed as the use of current sources of production (capital, infrastructure, raw materials,

26、 etc.) to maintain efficient long-term business for the enterprise (Dogan, 2004)Harvard Business Schools Michael Porter is a well-known strategic theorist, and his book is of great guiding importance to the study of strategic theory. Common strategies can be summed up into three types: Total cost le

27、adership strategy, differentiated strategy and focused strategy”(Porter, 1980). This lays the foundation for strategic thinking of enterprises. The goal identifies where the business wants to go, and the strategy shows how to achieve the set goals. Every business must plan for an appropriate strateg

28、y to achieve its goals. From the outset, my goal was to study the complex linkages between the structure and strategy of modern industrial enterprises, and the changing environment.(Alfred, 1991).Porters concept in the book has important implications in strategic areas, such as: five-force model ana

29、lysis and general strategy. The PEST analysis created by Francis Aguilar, a renowned professor at Harvard University, is a useful tool that is often used to assist in the analysis of politics, economics, social culture and technology. “ PEST is a factor that companies must consider because it will n

30、ot only bring opportunities but also threats to the company. Opportunities and threats affect the companys strategic actions.”(Barr & Shepherd, 2010). “In many countries, rapid changes in the social environment affect the conditions of the workforce and the increasingly diverse product demand charac

31、teristics. Government policies and laws affect where companies are and how they compete.”(Newburry & Vissa, 2010).The origins of the SWOT are said to come from a professor at Stanford University. Several other researchers further defined SWOT as a procedure to identify the companys critical success

32、factors: its external strengths and weaknesses, and internal opportunities and threats. (Blocher, 2010). SWOT is a very effective tool to analyze the enterprise. Because the enterprise is a whole, and the source of competitive advantage is extensive, so it is necessary to do value chain analysis in

33、the process of company operation. “Through analysis, we can understand which links can create value, which links do not create value.”(Olffen & Zou, 2011). “It is very important to understand these, because only the company creates more value than the cost of the value creation process, and the comp

34、any gains extra profits.”(Porter, 1985). But the drawback of SWOT is that it is too simple, the results of advantage analysis are too subjective. This method does not stimulate the enterprise to play its initiative to solve the problem.In order to compensate for these deficiencies, this paper also e

35、mploys five-force model. The five forces of competition model can analyze threat of new entrants, bargaining power of supplies, bargaining power of buyers, threat of substitute products and rivalry among competing firms. The five-force model expands the scope of competitive analysis. In the past, wh

36、en companies analyzed competitive environments, they tended to focus only on companies that competed directly with them. However, companies need to identify potential and existing customers from a wider range, identifying existing and potential competitors (Sullivan & Yuening, 2010). Identifying new

37、 entrants is very important to the company because it can threaten the market share of existing competitors.（Kemp & Dijikstra, 2010）. When a company enters an industry, it also needs to estimate the reaction of existing companies in the industry. If the expected response is swift and intense, it sho

38、uld reduce the likelihood of company entry. Whereas, raising prices and reducing product quality are the means by which the supplier exerts influence on the company. The company always pursues the maximization of profit. On the contrary, the buyer always wants to buy the product at a lower price. A

39、substitute is a product or service that is produced by an external specific industry and that has similar or identical functions to products and services in the industry. Like most other models, the five forces of competition model is just one of many strategies. However, whether domestic or interna

40、tional, regardless of the production of products or provide services, the law of competition will be reflected in these five kinds of competitive forces. Therefore, Porters five-force model is a strategic analysis tool which is often used by enterprises when they develop competitive strategies. But

41、this model is more of a theoretical thinking tool than a practical strategic tool.2.2 MethodologyAs for the methodology of this paper, secondary research methods have been adopted because of the nature of the research object. Secondary data is the result of others research and some have been publish

42、ed. “The cost of raw data is much higher than ready-made data”(Michael, 1980). The research of this paper is to find feasible information about the environment and strategic management of domestic apparel industry. Collect secondary data to establish a comprehensive analysis of UNIQLO. In order to a

43、chieve the purpose of this paper, the paper also uses a combination of quantitative and qualitative methods. These two methods can help to study the macro-environment and performance of enterprises, and provide domestic enterprises with experience.Chapter 3 A Strategic Analysis of UNIQLO3.1 PEST Ana

44、lysis of Closing Industry3.1.1Political FactorsIn essence, the political and legal factors reflect how the organization affects the Government, as well as the organization and the Governments influence on strategic action. And the rules will have an impact on the UNIQLOs strategic actions. For examp

45、le, the global financial crisis of 2008, has been affected all over the world, and UNIQLO has also been profoundly affected. However, the U.S. subprime mortgage crisis gave UNIQLO a lot of advantages to operate. It invests overseas and merges difficult overseas companies. In order to achieve this go

46、al, Chinas strong purchasing power market is clearly the target of contention. But in recent years, UNIQLOs overseas rivals in China have been landing and looking for territory. However, for gifted UNIQLO, facing the mainland market so many foreign fashion retail brands, the realization of product p

47、roduction and sales differentiation is the right path.3.1.2 Economic factorsTable 3.1“Economic factors refer to the characteristics and development direction of a company participating in or likely to compete in a competitive economy” (Chua & Tsiaplias, 2011). “Economic globalization has increased d

48、ependency among countries, so companies must scan, monitor, predict and evaluate the economic conditions of their countries and other nations.”(Hitt, Ireland & Hoskisson). Clothing manufacturing has been around for thousands of years. See table 3.1 for details. The conclusion is that the global clot

49、hing market is growing steadily. Even in the economic crisis between the year from 2008 to 2009, the growth of world trade slowed down, the problem of negative growth has not appeared. Since the reform and opening-up, Chinas economy has maintained steady and rapid development overall. The growth of

50、GNP has stimulated a significant increase in the consumption level of residents. The increase in personal income has changed peoples consumption concept. In such an economic environment UNIQLO through the cooperation with TAOBAO, in the network sales through a series of sales methods, so that it has

51、 a broader market in China, through the combination of advertising media, so that there is excellent clothing library hundred-lap concept, has a further play.3.1.3 Social factorsSocial culture has a great impact on enterprises. But different countries have their own unique values and trends. For exa

52、mple, China is a country with a wide geographical area, and the climate and living habits in the north and south are very different. So people have different needs towards clothes. And UNIQLO initially caught the Chinese demand for the common, the product positioning for the public casual clothing.

53、Then competing with rivals in Chinas low-end brands led to a fall in sales. Then with the development of domestic economy, fast fashion concept into, and gradually developed into the mainstream. UNIQLO adapted to the social environment changes, the pursuit of personalization, embarked on a road to s

54、uccess.3.1.4 Technological factorsTechnological change affects every aspect of society from different depths and breadth. “Because of the rapid pace of technological change in the apparel industry, the company must fully study the technical factors”(Euchner, 2011). Some studies have found that the s

55、ooner new technologies are adopted, the more likely the company is to obtain a higher market share and higher returns. Therefore, regardless of the size of the company, the current state-of-the-art technology should be identified and new technologies that give the company a competitive advantage sho

56、uld be adopted. With the development of science and technology, the emergence of the Internet has given people more choices of products and channels for purchase. Consumers can easily get popular fashion trends, understand the characteristics of major brands and choose the brand that suits them. And

57、 UNIQLOs online direct sales are also a major reason for its success. It breaks age, territory and borders, and anyone can browse and choose the right product for them. Secondly, UNIQLO uses the ad delivery method of the portal site and controls the cost investment in a well-balanced way. With the a

58、dvantageous resources of TAOBAO, UNIQLO has freed itself from the limitations of many conventional methods and quickly expanded its share of the consumer market in China through the TAOBAO Mall platform. This not only realizes online sales, but also helps the brands online brand image construction.

59、From this it can be seen that technological factors are also important competitive conditions for companies.3.1.5 Conclusions Through the above content, UNIQLO have a thorough understanding of different rules and regulations in different countries so they cannot to violate relevant laws and policies

60、. At the same time, they should also use the policies of these countries to make their own businesses develop very well. They must also try to adopt the best technology to solve the different economic environment and problems. Therefore, UNIQLO should keep up with the trend of the times, the product