- Uniqlo

1, 1, 2, 2, 2, 2
1

Uniqlo
(Fast Retailing) Uniqlo ()

Uniqlo
Uniqlo
4PSWOT STP
(1)(2)
(3)

Uniqlo

Uniqlo

Uniqlo

Uniqlo Uniqlo
2010 10 7 Uniqlo

Uniqlo -

Uniqlo
2009 2010


()
1 Uniqlo
2 Uniqlo
3 Uniqlo
4 Uniqlo
5 Uniqlo
6 Uniqlo SPA
7 Uniqlo
8 Uniqlo
()
1 Uniqlo
2 4P
3 Uniqlo SWOT
4 Uniqlo STP
5 Uniqlo
()
1 Uniqlo
2 Uniqlo

Uniqlo

Uniqlo
1 Uniqlo

1949

1963

1984

Uniqlo

1985

Uniqlo Uniqlo

1991

(Fast Retailing Uniqlo )

2

1997

GAP SPA

1998

Uniqlo 1,900 3 2600 Fleece

1998

1 Uniqlo

( Uniqlo )

2002

CEO

2002

50 Uniqlo

2003

Uniqlo

2004

2009

Uniqlo 6850 1086

24% 61

2010
2010

2010 Uniqlo

Forbes
()

Uniqlo
UNI-CLO Unique
ClothingUNIQLO
1988 3
CQ

UNI-QLO

Uniqlo

2 Uniqlo
(yahoo)

Uniqlo
Uniqlo

ID

Uniqlo
()Heat Tech
Uniqlo 1999 Heat Tech
Heat Tech

Uniqlo
2007

Uniqlo Heat Tech

2009
Heat Tech 2,800
Heat Tech

2009

3 Hent Tech
()

()
Uniqlo

Uniqlo

+J
Jil Sander Jil Sander

()

60 30
unlqlo

Uniqlo

Uniqlo
Uniqlo Uniqlo

Uniqlo
()
Uniqlo
5

Heat Tech
T Bra Top

Sara Fine

()
Uniqlo

()
Uniqlo T
Uniqlo

Uniqlo SPA
SPA(Speciality Retailer of Private
Label Apparel)
SPA

(
4)
SPA

4 SPA

()
Uniqlo
SPA

Uniqlo

SPA

(Supply Chain Management)

6

Uniqlo

Uniqlo

Uniqlo

SPA

Uniqlo

()

Uniqlo 2008
Uniqlo

Uniqlo 4P
1950 (McKinsey) 4P
4PProduct
Price
Place
Promotion

()(Product)
Uniqlo

T
Uniqlo

()(Price)
Uniqlo Heat TechT
7

 800 1,000
2,000 4,000 4,000

()(Place)
Uniqlo
Uniqlo

Uniqlo 6

Uniqlo

()(Promotion)
Uniqlo

Uniqlo

Uniqlo STP

()S Segmentation
2 Uniqlo

Uniqlo

Uniqlo 15~30

Uniqlo

Uniqlo
()

Uniqlo
Uniqlo Uniqlo
()T Targeting

15~30

()P Position

Uniqlo Uniqlo

Uniqlo SWOT
SWOT
2 Uniqlo
SWOT
3 Uniqlo SWOT

S (Strength)

W (Weakness)

1 1

2 2

3
3

4
4 5
5

O (Opportunity)

T (Threat)

1 1

2 2
3
3
4
4
5

()

Uniqlo
80

extended
rivalry

6
()

()
Uniqlo GAPHMZARA

()
Uniqlo

10

()
Uniqlo

()
Uniqlo

()
Uniqlo

99 12 4 Uniqlo
Uniqlo
Uniqlo

Uniqlo 125
25 100 80%

35%

65%

65% 35%
Uniqlo

59%

60%
50%

15~20
59%21~30 19%15
13%41

40%
30%
20%
10%
0%

5%31~40 4%

19%
13%
4%

15 15~20 21~30 31~40 41

8
11

5%

43%

45%

43% 41%
6% 4%
3%

41%

40%
35%
30%
25%
20%
15%
10%

4%

3%

6%

3%

5%
0%

9
69%
70%
60%

10000
69%10,001~20,000
19% 20,001~30,000
30,001 6%

50%
40%
19%

30%
20%

6%

6%

10%
0%

10000

10,000

10,001~20,000 20,001~30,000

30,001

10

Uniqlo
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

40%
34%
32% 24%
5%Uniqlo

Uniqlo

40%
34%

32%
24%

5%

11

12


Uniqlo

33%

67%
33%Uniqlo

67%

12

Uniqlo

29%
30%
25%

29%
21% 19%
17% 15%
Uniqlo

21%

19%

17%

20%

15%

15%
10%
5%
0%

13

Uniqlo

30%

27%

25%

27%
18%
17% 15%
9% 8%

18%

20%

17%

15%
15%
9%

10%

8%

5%

0%

14

13

 Uniqlo

12%
22%

66%

66%
15% 8%
Uniqlo

15

Uniqlo

57%

57%
39% 4%
Uniqlo

Uniqlo

4%

39%

16
40%

37%

35%
30%

37%
13% 9%
8% 6%
3%
Uniqlo

25%
20%
13%

15%

8%

10%

9%

8%

6%

3%

5%
0%

17

Uniqlo

30%

29%

25%
20%

29% 13%

14%

17%
13%

15%
10%
5%
0%

Uniqlo

18
14

24%

25%
20%

19%

19%

18%
15%

24%
19% 18%
15% 10%

15%
10%
10%
5%
0%

19

Uniqlo

18%

36%

Uniqlo
46%
36% 18%

Uniqlo

46%

20

Uniqlo

Uniqlo SPA

()
1 Uniqlo
8
2
15

 Uniqlo Uniqlo
8

3 Uniqlo

4 Uniqlo

5
Uniqlo
Uniqlo

()
1
Uniqlo

2 Uniqlo
Uniqlo
Uniqlo

3
Uniqlo

()Uniqlo

()

()

16

()

()

()

()
Uniqlo
Uniqlo

Uniqlo 2010 11 http://www.Uniqlo.com/tw/

(2010)Uniqlo 457 102-108
(2010)
(2010) Uniqlo
Mika K(2010)Uniqlo
(2010)23 70 60-65
(2010)457 124-128
spa 2010 11 http://200803dsf.blog.chinabyte.com/2010/07/30/148/
(2009)
(2009)65 43-45
(2010)1181 112-138
(2010)Uniqlo 70 69

17