优衣库SPA模式经营问题案例研究

发布时间：2018-03-16 16:05

本文选题：经营模式　切入点：服装自营品牌　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的迅猛发展,以及人们生活水平的提高,企业之间的竞争也日趋激烈。劳动力成本的上涨,终端客户需求的变化,产品创新的投入等方面,都对企业的生存发展提出了前所未有的挑战。在企业的众多发展策略当中,经营模式的策略是一个企业发展的根本。因此从事服装品牌的行业首先是要选择一个适合自己的经营模式,而且要能够在实际的经营过程中得到有效的应用。优衣库,是源于日本的服装品牌,是采用SPA经营模式的服装品牌,因为采用了SPA的模式,优衣库从原来的一家开在日本郊区的服装店,到现在,销售量已经成为日本第一,在全世界范围内,排在第四位,仅次于Zara, Gap, HM。是唯一进入世界前五强的亚洲品牌。但是优衣库的SPA模式在实际的运营当中,也遇到了经营的问题。本文通过对优衣库公司的营销环境进行分析,并且把优衣库与同样以SPA模式运营的Zara公司进行比较分析,找出优衣库在的服装自营品牌(SPA)的模式在经营中的问题,结合理论基础,提出自己的改善措施,希望优衣库能够改善不足,继续向前发展。本文运用案例分析法,比较分析法,文献分析法,对优衣库的SPA模式的经营问题进行分析,得出结论：SPA的经营模式是从商品的设计,生产,销售,垂直一体化的经营模式与传统的经营模式对比,可以增强企业的核心竞争力。但是若要与竞争对手相比,取得竞争优势,需要在经营过程中,更有效地应用。优衣库要在2020年实现5万亿销售额的目标,就需要找出自己的问题,从设计,生产,销售三个阶段分别实施改善措施。
[Abstract]:With the rapid development of economic globalization and the improvement of people's living standards, the competition among enterprises is becoming increasingly fierce. Among the many development strategies of enterprises, they have put forward unprecedented challenges to the survival and development of enterprises. The strategy of business model is the root of the development of an enterprise. Therefore, the industry engaged in clothing brand should first choose a suitable business model and be able to be effectively applied in the actual business process. It is a clothing brand from Japan. It is a clothing brand that adopts the SPA business model. Because of the SPA model, Uniqlo started from a clothing store in the Japanese suburbs, and now sales have become the first in Japan. The world ranks 4th, behind Zara, Gap. and HM., as the only Asian brand in the world's top five. But Uniqlo's SPA model is in operation. This paper analyzes the marketing environment of Uniqlo, and compares Uniqlo with Zara, which also operates in SPA mode. This paper finds out the problems of Uniqlo's clothing self-brand SPA-mode in the management, and puts forward its own improvement measures combining with the theoretical basis, hoping that Uniqlo can improve the deficiency and continue to develop forward. This paper uses the case analysis method, the comparative analysis method, Literature analysis, the analysis of Uniqlo's SPA business model, we draw a conclusion that the business model of "the design, production, sale and vertical integration of goods" is compared with the traditional business model. It can enhance the core competitiveness of an enterprise. But to gain a competitive advantage over its competitors, it needs to be applied more effectively in the business process. Uniqlo is expected to achieve its goal of 5 trillion sales in 2020. Need to find out their own problems, from the design, production, sales three stages of improvement measures.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F717

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