优衣库营销策划方案.docx

优衣库营销策划方案篇一:优衣库品牌营销策略研究毕业论文优衣库品牌文化营销策略研究专业名称:经济学二零一六年六月摘要本论文依据世界知名时尚品牌优衣库近年来在太原的蓬勃发展,针对调研结果利用市场营销4P组合理论作为框架探讨了优衣库在中国的营销策略。采用消费者购买因素分析,研究消费者针对不同营销策略模式下的购买率差异。再根据市场调研和观察,最终得出优衣库具有的独特营销策略是符合当前市场和消费者需求的具有强大竞争力的策略。关键词:优衣库;组合4P理论;品牌文化 Abstract ThepaperbasesonUNIQLO,thefamousfashionbrandaroundtheworld,developingthriveinTaiyuancitytheseyear,analyzingtheS(strength),W(weakness),O(opportunity),T(threat)petitionbetweenUNIQLOandotherbrandinthesamemarketwithSWOTanalysis,adoptingTheMarketingTheoryof4Pstoresearchthemarketingstrategy,,petitiveandfittingintomarket&customer’sdemand. Keywords:uniqlo;marketingtheoryof4Ps;brandculture 目录1引言.............................................................1 品牌介绍........................................................1 品牌文化介绍....................................................1 研究背景........................................................2 研究意义........................................................3 国内外研究现状..................................................3 研究方法........................................................3 2优衣库营销组合策略................................................5 产品策略........................................................5 价格策略........................................................6 渠道策略........................................................6 促销策略........................................................7 ............................................................9 公司优势(strength)............................................9 公司的劣势(weakness)..........................................9 外部机会(opportunity)...........................................9 外部威胁(threat)...............................................10 4建议.............................................................11 品牌传递的文化是否真正符合消费者的需求.........................11 对传播媒体进行创新......................