【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；qualityContentsTOC\o"1-3"\h\z\uHYPERLINK\l"_Toc511056357"Chapter1IntroductionPAGEREF_Toc511056357\h1HYPERLINK\l"_Toc511056358"Chapter2LiteratureReviewandMethodologyPAGEREF_Toc511056358\h3HYPERLINK\l"_Toc511056359"2.1LiteraturereviewPAGEREF_Toc511056359\h3HYPERLINK\l"_Toc511056360"2.2MethodologyPAGEREF_Toc511056360\h5HYPERLINK\l"_Toc511056361"Chapter3AStrategicAnalysisofUNIQLOPAGEREF_Toc511056361\h7HYPERLINK\l"_Toc511056362"3.1PESTAnalysisofClosingIndustryPAGEREF_Toc511056362\h7HYPERLINK\l"_Toc511056363"3.1.1PoliticalFactorsPAGEREF_Toc511056363\h7HYPERLINK\l"_Toc511056364"3.1.2EconomicfactorsPAGEREF_Toc511056364\h8HYPERLINK\l"_Toc511056365"3.1.3SocialfactorsPAGEREF_Toc511056365\h9HYPERLINK\l"_Toc511056366"3.1.4TechnologicalfactorsPAGEREF_Toc511056366\h9HYPERLINK\l"_Toc511056367"3.1.5ConclusionsPAGEREF_Toc511056367\h10HYPERLINK\l"_Toc511056368"3.2AnAnalysisBasedonFiveForcesModelPAGEREF_Toc511056368\h10HYP