欧时力品牌营销模式研究

摘要

随着“互联网+”及移动终端的飞速崛起，依托移动平台的零售业快速发展，基于数字科技、网络技术等新媒体使得营销方式变得多样化。新媒体为企业的品牌传播提供了

新的方式与手段，也为品牌营销带来新的机遇与挑战。当前，新媒体营销的价值受到

各行各业的广泛关注，国内外的一些知名企业也运用新媒体渠道展开市场营销，并取

得较积极的反馈。随着手机移动端的迅速扩张、微信微博等社交网络如火如荼的发展，新媒体为很多品牌带来了更加有效、更加精准的信息传递渠道。服装零售业紧跟步伐

进入新时代，新的营销模式应时而生并经过不断地完善与发展。受外部环境与内部成

本的影响，众多服装品牌在粗略借鉴新模式中不断受到冲击，尽管多平台促进了其向

网络零售方向的迅速发展，但这种形势并不能解决当前困境，且国内围绕全渠道的研

究多面向整个零售业或某一行业，其营销意见较笼统，缺乏针对性。面对此种困局，

欧时力积极借鉴调整营销模式，但在结合自身具体情况时缺乏针对性，应用至今，其

营销模式的发展仍存在许多问题与挑战。因此，本文对欧时力服装品牌的营销模式进

行研究，望为其未来发展提供参考。

本文采用文献研究法、对比分析法、案例分析法等研究方法。首先，简要介绍本文研

究的行业背景、消费背景、互联网发展背景，阐述服装零售业营销模式相关理论的研

究背景、研究意义和国内外研究现状。进而，对服装行业现实背景下的国际知名女装

品牌欧时力的营销模式现状进行研究，围绕其买手模式、SPA模式、O2O模式及全渠

道模式的推广现状进行分析。其次，通过对比分析法、案例分析法基于营销理念、营

销渠道、用户体验角度找出其营销模式中尚有的不足。最后，针对欧时力品牌营销模

式的问题提出改进方案。

关键词：服装零售业；欧时力；营销模式；全渠道营销

摘要

Abstract

With With the "Internet plus" and the rapid rise of mobile terminal, rely on the rapid development of mobile platform retail, digital technology, network technology and other new media makes the marketing become diversified way based on. New media provide new ways and means for brand communication of enterprises, and bring

new opportunities and challenges to brand marketing. At present, the value of new media marketing has attracted wide attention from all walks of life. Some well-kno wn enterprises at home and abroad also use new media channels to launch marketing and get more positive feedback. With the rapid expansion of mobile mobile terminals and the rapid development of social networks such as WeChat and micro-blog, new media has brought more effective and more accurate information transmission channels for many brands. The clothing retailing industry keeps pace with the pace

of entering the new era, and the new marketing mode should be born and perfected con tinuously. Due to the influence ofexternal environment and internal cost, many clothing brands have been constantly impacted in the new model. Although the multi platform promotes the rapid development of its retail direction, this situation can not solve the current dilemma, and the domestic research around the whole channel is oriented to the whole retail industry or a certain industry, The marketing opinion is more general and lack of pertinence. In the face of this predicament, the marketing

model is used for reference, but there are still many problems and challenges in the development of its marketing mode. Therefore, this paper studies the marketing mode of the clothing brand of Ou Shi Li, hoping to provide reference for its future development.

This paper adopts literature research method, comparative analysis method, case analysis method and other research methods. First of all, this paper briefly introduces the background of the

study, thebackground of consumption and the background of the development of the Internet, and expounds the research background, significance and status of the research on the marketing model of clothing retail industry. Then, the current situation of the marketing mode of the internationally famous women's clothing brand in the garment industry is studied, and the promotion status of the buyer model, the SPA model, the O2O model and the full channel model is analyzed. Secondly, through comparative analysis and case analysis, we find out the deficiencies in marketing mode based on marketing concept, marketing channel and user experience. Finally, it puts forward the improvement plan according to the question of brand marketing mode.

燕山大学本科生毕业设计（论文）

Keywords: Clothing retailing; Ochirly; marketing model; Omni-channel marketing

目录

摘要 I

Abstract III

目录 I

第1章绪论 1

1.1 课题背景及研究的目的和意义 1

1.1.1 研究背景 1

1.1.2 研究意义 2

1.2 国内外研究现状 3

1.3 研究方法 5

1.4 研究内容 5

第2章相关概念与理论基础 7

2.1 营销模式的概念 7

2.2 营销模式的构成 7

2.3 营销模式的分类 7

2.3.1 买手模式 8

2.3.2 SPA模式 8

2.3.3 O2O模式 9

2.3.4 全渠道模式 10

2.4 本章小结 11

第3章欧时力营销模式现状分析 12

3.1 欧时力服装品牌介绍 12

3.2 欧时力服装品牌营销模式现状 12