优衣库“新零售”模式运营策略  

Research on Operational Strategy of UNIQLO’s "New Retail" Mode

作　　者：李雄飞[1] 张静[1] LI Xiongfei;ZHANG Jing(School of Economics and Management,East China Jiaotong University,Nanchang 330013,China)

机构地区：[1]华东交通大学经济管理学院

出　　处：《服装学报》2020年第1期84-88,共5页Journal of Clothing Research

摘　　要：在零售市场风云变幻的背景下,零售模式做出恰当和灵活应变非常重要。市场调查发现,自“新零售”模式提出以来,国内领头零售企业尚处于“试水”探索时期,而外来服装品牌优衣库在中国市场率先开启“新零售”模式。以优衣库为例,从“人、财、货、场”4个方面探究其运营策略,结果表明:企业坚守品牌品质初心,以充足的资金作为保障,敏锐发掘客户新需求,积极优化产销环节,迅速开拓潜在的销售渠道,将有助于“新零售”运营模式的成功应用。In the retail market,it's important that retailing mode changes appropriately and flexibly.Based on market research,since the"new retail"mode was put forward,the domestic leading retailers were still in the attempt stage,while UNIQLO,a foreign clothing brand,was the first to open the"new retail"mode in the Chinese market.Taking UNIQLO as an example,this paper attempted to explore its operational strategies from four dimensions of"people,finance,goods and market".It is concluded that enterprise should adher to the original intention of brand quality,with sufficient funds as the guarantee,sensitively explore the new demands of consumers,actively improve the production and marketing chains,and quickly develop some potential sales channels,which contribute to carry out the"new retail"operational mode successfully.

关 键 词：“新零售”模式 服装业 优衣库 

分 类 号：F270.7[经济管理—企业管理]