优衣库中国地区网络营销策略分析

摘要网络时代，网络营销早已成为市场营销的重头戏，它以其互动性、针对性、趣味性等特点迅速抢占市场。企业若想在当今社会突出重围，创造更高的价值，网络营销是其不可忽略的部分。本文选取优衣库品牌的网络营销为样本，通过对优衣库的品牌发展历程、网络营销现状的介绍来寻找其网络营销中存在问题，并针对不同的问题给出相应的解决对策。同时也希望通过对优衣库网络营销案例的研究，对我国企业特别是广大服装零售营销企业，在网络营销方面有一定指导作用。关键词：优衣库；网络营销；品牌理念Abstract In the age of Internet network marketing has already become an important part inmarketing with its interactive specific and interesting features it occupies the market rapidly.To be more beckoning and create more value the enterprise in todays society should realizethat the network marketing is a indispensable part. This article takes the network marketing of UNIQLO as samples search of the problemsin its network marketing by scanning its development processes and present situation ofnetwork marketing. Then it offers some solutions for different problems. At the same timealso hopes to make some contributions to the clothing retailer in our country especially theirnetwork marketing by studying the example of UNIQLO.Key words: UNIQLO The Network Marketing Brand Idea 目录引

.......................................11 企业概况................................................................................................. .............................2 1.1 企业简介................................................................................................. ...................2 1.2 UNIQLO 品牌简介................................................................................................... .2 1.2.1 品牌内涵................................................................................................. .........2 1.2.2 UNIQLO 发展历程 (32)

网络营销环境分析................................................................................................. .............4 2.1 宏观环境分析................................................................................................. ...........4 2.1.1 政治法律环境................................................................................................. .4 2.1.2 经济环境................................................................................................. .........4 2.1.3 人口环境................................................................................................. .........5 2.1.4 社会文化环

.6 2.1.5 科技环境分析................................................................................................. .6 2.2 微观环境分析................................................................................................. ...........6 2.2.1 消费者分析................................................................................................. .....6 2.2.2 竞争分析................................................................................................. .........8 2.3 SWOT 分析................................................................................................... .............83 优衣库网络营销策略现状................................................................................................

10 3.1 产品组合策略................................................................................................. .........10 3.2 价格策略................................................................................................. .................12 3.3 渠道策略................................................................................................. .................13 3.4 网页策略................................................................................................. .................13 3.5 促销策