优衣库快时尚品牌在华营销策略研究

发布时间：2018-03-26 02:55

本文选题：优衣库　切入点：快时尚品牌　出处：《吉林大学》2017年硕士论文

【摘要】：自2002年开始,众多国际快时尚品牌开始进入我国服装市场,这些快时尚品牌通过运用独特的营销策略,给我国消费者带来了不一样的消费体验,使我国的服装品牌在与其竞争过程中处于劣势地位。作为快时尚服装品牌中的姣姣者,优衣库在我国开店总数最多,其能够在中国发展迅速,并取得可观的经济效益,这与其别具一格的营销策略分不开。因此,本文以优衣库为例,分析其在华营销策略,探索其在华营销策略中的成功因素,为我国的快时尚服装品牌的发展提供理论依据,从而构建适合中国企业自身发展的营销策略。本文首先对快时尚、快时尚品牌以及相关的营销理论进行了阐述,从而能够为后文分析优衣库快时尚品牌在华营销策略提供相应的理论基础;其次,本文对优衣库的企业背景以及在我国的营销环境进行了分析,通过对优衣库企业背景的分析能够对企业的基本情况有个准确的把握,此外,本文还从内部环境和外部环境两个方面分析了优衣库在华营销环境,认为外部环境中的政治法律环境、经济环境、社会环境、技术环境、竞争环境、行业环境对优衣库在我国的市场营销有一定的影响,而企业内部环境中的SPA模式的运用、卓越的技术创新能力、独特的成本控制方法以及公司的企业文化为优衣库在我国营销的开展提供了保障,通过对优衣库在华营销环境的分析能够更深层次的了解其制定营销策略的前提以及原因;再次,本文在分析营销环境的基础上,以4Ps理论、本土化理论为理论框架,从产品、价格、渠道、促销以及本土化策略五个方面客观的分析了优衣库快时尚品牌在华营销策略,通过对其营销策略的分析,能够发现其营销策略的独特之处。最后,在分析优衣库快时尚品牌营销策略的基础上,得出了优衣库在华营销策略对我国服装品牌的启示。我国的服装品牌要想提升综合竞争力,就必须在品牌建设、产品的设计、供应链构建等方面有所作为,从而改变目前我国服装品牌规模大、库存高、产量氋、质量低以及业绩下滑的生存困境。
[Abstract]:Since 2002, many international fast fashion brands have begun to enter the clothing market of our country. These fast fashion brands have brought different consumption experience to Chinese consumers through the use of unique marketing strategies. As the Jiao Jiao of the fast fashion clothing brand, Uniqlo has the largest number of stores in our country, which can develop rapidly in China and obtain considerable economic benefits. Therefore, this paper takes Uniqlo as an example, analyzes its marketing strategy in China, explores the successful factors in its marketing strategy in China, and provides a theoretical basis for the development of fast fashion clothing brands in China. In order to build a marketing strategy suitable for the development of Chinese enterprises, this paper first describes the fast fashion, fast fashion brand and related marketing theory. It can provide a theoretical basis for the following analysis of Uniqlo fast fashion brand marketing strategy in China. Secondly, this paper analyzes the corporate background and marketing environment of Uniqlo in China. By analyzing the background of Uniqlo enterprises, we can have an accurate grasp of the basic situation of the enterprises. In addition, this paper also analyzes the marketing environment of Uniqlo in China from two aspects: internal environment and external environment. The author holds that the political and legal environment, economic environment, social environment, technological environment, competition environment and industry environment in the external environment have certain influence on Uniqlo's marketing in our country, and the application of SPA mode in the internal environment of the enterprise. Excellent technological innovation ability, unique cost control methods and the company's corporate culture provide a guarantee for Uniqlo's marketing in China. Through the analysis of Uniqlo's marketing environment in China, we can understand the premise and reason of its marketing strategy at a deeper level. Thirdly, based on the analysis of the marketing environment, this paper takes 4Ps theory and localization theory as the theoretical framework, from the product, This paper analyzes the marketing strategy of Uniqlo's fast fashion brand in China objectively from five aspects: price, channel, promotion and localization strategy. Through the analysis of its marketing strategy, it can find out the uniqueness of its marketing strategy. Based on the analysis of Uniqlo's fast fashion brand marketing strategy, this paper draws the enlightenment of Uniqlo's marketing strategy in China to China's clothing brand. In order to enhance the comprehensive competitiveness of China's clothing brand, it is necessary to build the brand and design the products. The construction of supply chain can change the existing predicament of large scale, high inventory, high output, low quality and declining achievement of clothing brand in our country.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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