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[10]David La Piana, Michaela Hayes. Competitive Strategy[J]. Provo,Oct 2021. Vol. 22, Iss. 10。而在國(guó)內(nèi)市場(chǎng)，服裝內(nèi)銷增速?gòu)?2021 年的 20%左右下降到 2021 年 12%， 2021 年內(nèi)銷增速估計(jì)在 5%~10%之間。接下來(lái)，雅戈?duì)栠€會(huì)積極開發(fā)產(chǎn)品，和法國(guó)事務(wù)所合作，大力發(fā)展休閑服飾和女裝，開拓新的市場(chǎng)，形成品牌系列化。因?yàn)樯嫌蔚募徔棾堑壬a(chǎn)基地投入了大量的資金，難以對(duì)產(chǎn)業(yè)鏈進(jìn)行重整。 經(jīng)系統(tǒng)分析后，列出 表 4 的雅戈?duì)柕?SWOT 分析表： 表 4 雅戈?duì)?SWOT 分析 優(yōu)勢(shì)與劣勢(shì) 機(jī)會(huì)與威脅 優(yōu)勢(shì) — S 劣勢(shì) — W ，費(fèi)用高 機(jī) 會(huì) | O 成 SO 戰(zhàn)略 （發(fā)揮優(yōu)勢(shì)，利用機(jī)會(huì)） 發(fā)展品牌，擴(kuò)大市場(chǎng)占有率(S1,O3) 積累資本，加快發(fā)展國(guó)際化戰(zhàn)略 (S7,O4) WO 戰(zhàn)略 （利用機(jī)會(huì)，克服弱點(diǎn)） 改進(jìn)品牌 (W2,O3) 招攬人才，完善內(nèi)部結(jié)構(gòu)(W3,O4) 進(jìn)一步完善信息系統(tǒng) (W4,O4) 威 脅 | T 烈 價(jià) ST 戰(zhàn)略 （利用優(yōu)勢(shì)，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(chéng)度 (S5,T3) WT 戰(zhàn)略 （減少 劣勢(shì)，回避威脅） 招攬更多人才，進(jìn)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?duì)柊l(fā)展戰(zhàn)略選擇 戰(zhàn)略選擇： SO 戰(zhàn)