优衣库营销策略介绍.doc

大学本科毕业论文浅析优衣库品牌营销策略作者: 院系: 专业: 年级: 学号: 指导教师: 答辩日期: 成绩: 1 内容提要本文将通过对优衣库品牌在中国的策略调整和表现的分析, 得出其采取了调整原有目标消费群; 改良日本式网店功能; 建立多样的典论领袖; 多元化的本土明星代言等措施,正是由于一系列的经营手法的转变,优衣库才能创造从 2006 年到 2008 年优衣库中国市场的营业额增长 6 倍的良好业绩鉴于此,本文以优衣库的社会化营销为研究对象,以社会化媒体为理论基础,结合社会化营销环境现状,通过分析优衣库社会化典型营销案例,探讨优衣库的社会化营销模式, 希望能够找到解决优衣库营销问题的方法, 也希望对中国服装业或者可以导入 SP A 零售模式的企业提供建议。关键词: 营销策略; 优衣库; 社会化营销模式 Abstract This article will analyze the UNIQLO brand strategy adjustment in Chinese and performance,the adopted to adjust the original target consumer group; modified Japaneseshop function; the establishment ofa variety of public opinion leaders; diversified local celebrity endorsements and other measures, it is because ofa series of changedpractices, in order to create a good performance from UNIQLO from 2006 to 2008, Chinesemarket turnover increased by6 times. In view of this, based on the social marketing it as the research object, using social mediaas the theoretical bined with social marketing environment, through the analysisof typical social UNIQLO marketing case, to explore the social marketing mode of UNIQLOhope to find the way to solve it, marketing problems, also hope to provide suggestions forChinese garment industry or you can import the SPA model of the retail enterprise. Key words : UNIQLO; marketing strategy; social marketing model 1 目录一、优衣库基本情况............................................................................................................ 1 (一) 优衣库发展历程................................................................................................. 1 (二)主要理念和产品................................................................................................. 1 (三) 优衣库面临的问题............................................................................................... 2 二、优衣库在中国的营销转变............................................................................................ 2 (一) 改良日式网店................................................................................................... 2 (二) 多元化