“快时尚”企业空间扩张路径及演化特征研究--以优衣库为例

Research on the expansion path and evolution characteristics of the "Fast Fashion" enterprises--A Case Study of UNIQLO

在经济全球化背景下,"快时尚"企业逐步成为服装零售行业的主流支撑力量,这一定程度上改变了人们的消费观念和消费行为。随着国际竞争格局日益激烈,"快时尚"企业纷纷涌现并不断在全球范围内开展空间扩张计划。本文基于企业空间扩张理论,采用案例分析法,以优衣库为研究对象,对"快时尚"企业空间扩张路径及演化特征进行探讨。研究发现:在空间尺度上,优衣库按照"企业区域内空间扩张、企业跨区域空间扩张、企业跨国空间扩张、企业全球化空间扩张"四个阶段进行空间扩张,并且在不同的扩张阶段呈现出不同的空间扩张特征,在企业发展早期主要以"接触式扩张"或"等级式扩张"单一扩张方式为主,随着企业不断发展壮大,出现"接触式扩张+等级式扩张"

In the context of economic globalization, the "Fast Fashion" enterprises gradually become the mainstream supporting power of the clothing retail industry, which partly changed people's consumption concept and consumption behavior, the current pattern of international competition is increasingly fierce, international "Fast Fashion" enterprises emerge and constantly in the global scope to carry out the space expansion plans. The paper uses the case study method to explore the paths and features of UNIQLO spatial expansion.Study shows that: from the space dimension, UNIQLO follows the "enterprise area spatial expansion phase, cross-regional spatial expansion phase, enterprises transnational spatial expansion phase, the global spatial expansion phase" four stages of the spatial expansion.It shows that different characteristics of the spatial expansion in different expansion stages, mainly including"contagious expansion " and "hierarchy expansion " and " contagious expansion+ hierarchy expansion", and diversified expansion, etc. The strategy ofspatial expansion will significantly enlighten that of Chinese "Fast Fashion"enterprises "going out".