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[10]David La Piana, Michaela Hayes. Competitive Strategy[J]. Provo,Oct 2021. Vol. 22, Iss. 10。而在國內(nèi)市場，服裝內(nèi)銷增速從 2021 年的 20%左右下降到 2021 年 12%， 2021 年內(nèi)銷增速估計在 5%~10%之間。接下來，雅戈爾還會積極開發(fā)產(chǎn)品，和法國事務所合作，大力發(fā)展休閑服飾和女裝，開拓新的市場，形成品牌系列化。因為上游的紡織城等生產(chǎn)基地投入了大量的資金，難以對產(chǎn)業(yè)鏈進行重整。 經(jīng)系統(tǒng)分析后，列出 表 4 的雅戈爾的 SWOT 分析表： 表 4 雅戈爾 SWOT 分析 優(yōu)勢與劣勢 機會與威脅 優(yōu)勢 — S 劣勢 — W ，費用高 機 會 | O 成 SO 戰(zhàn)略 （發(fā)揮優(yōu)勢，利用機會） 發(fā)展品牌，擴大市場占有率(S1,O3) 積累資本，加快發(fā)展國際化戰(zhàn)略 (S7,O4) WO 戰(zhàn)略 （利用機會，克服弱點） 改進品牌 (W2,O3) 招攬人才，完善內(nèi)部結構(W3,O4) 進一步完善信息系統(tǒng) (W4,O4) 威 脅 | T 烈 價 ST 戰(zhàn)略 （利用優(yōu)勢，回避威脅） 研發(fā)新品牌，形成品牌系列 (S4,T1) 加大宣傳，提高顧客忠誠度 (S5,T3) WT 戰(zhàn)略 （減少 劣勢，回避威脅） 招攬更多人才，進一步發(fā)展品牌 (W1,T1) 整合產(chǎn)業(yè)鏈，提高質(zhì)量，減少成本 (W4,T2) （三）雅戈爾發(fā)展戰(zhàn)略選擇 戰(zhàn)略選擇： SO 戰(zhàn)