【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】UNIQLOinitsestablishment,growthinjustafewdecades,upholdtheconceptofcustomer-centric,fromanobscuresmallcompanydevelopedintothefirstJapaneseclothingretailbrand,creatingaJapaneseenterpriseanothersuccess.Basedonthetheoryandpractice,thispaperanalyzesthestrategyofUNIQLOthroughthemethodofliteratureresearch.Firstofall,throughthePESTanalysismethodAnalysisoftheglobalapparelindustrymacro-environment,thenthroughthefive-forcemodelanalysis,intheindustryUNIQLOinthecompetitivepositionoftheanalysis,andthenthroughtheSWOTmodelanalysisofthecompany'sstrengthsandweaknesses,opportunitiesandthreats,andfinallydrawconclusionsforthedevelopmentofChina'sapparelindustrytoprovideexperience.【KeyWords】UNIQLO;strategy;ApparelIndustry；distributionchannels；qualityContentsChapter1Introduction.....................................................................................................1Chapter2LiteratureReviewandMethodology....................................................................32.1Literaturereview.............................................................................................................32.2Methodology...................................................................................................................5Chapter3AStrategicAnalysisofUNIQLO.........................................................................73.1PESTAnalysisofClosingIndustry................................................................................73.1.1PoliticalFactors........................................................................................................73.1.2Economicfactors.....................................................................................................83.1.3Socialfactors...........................................................................................................93.1.4Technologicalfactors...............................................................................................93.1.5Conclusions............................................................................................................103.2AnAnalysisBasedonFiveForcesModel....................................................................103.2.1Threatofnewentrants............................................................................................103.2.2Threatofsubstitutes...............................................................................................113.2.3Bargainingpowerofbuyers...................................................................................123.2.4Bargainingpowerofsuppliers...............................................................................133.2.5Intensityofrivalry..................................................................................................133.2.6Conclusions.................................................................
