经济学论文-优衣库中国地区网络营销策略分析.doc

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 in marketing, with its interactive, specific and interesting features, it occupies the market rapidly. To be more beckoning and create more value, the enterprise in today's society should realize that the network marketing is a indispensable part.

This article takes the network marketing of UNIQLO as samples, search of the problems in its network marketing by scanning its development processes and present situation of network marketing. Then it offers some solutions for different problems. At the same time also hopes to make some contributions to the clothing retailer in our country, especially their network marketing by studying the example of UNIQLO.



Key words: UNIQLO; The Network Marketing; Brand Idea





目 录



引 言......................................................1

1 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......................................................3

2 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 社会文化环境......................................................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......................................................8

3 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 促销策略......................................................16

3.6 SNS营销策略......................................................18

3.7 顾客服务策略......................................................20

4 网络营销中存在的问题......................................................22

4.1 网络店铺商品数量少、图片质量低......................................................22

4.2 配送费用较高......................................................22

4.3 渠道隐患......................................................22

4.4 官方网站设计存在缺陷......................................................23

4.5 推广力度不足......................................................23

4.6 网络客服素质偏低......................................................23

5 完善网络营销策略......................................................24

5.1 丰富网络店铺产品信息......................................................24

5.2 合理降低运费..............................................24

5.3 消除渠道隐患......................................................24

5.4 官方网站更加人性化......................................................25

5.5 加大推广力度......................................................25

5.6 不断提高顾客满意度......................................................25

结 论......................................................27

致 谢......................................................28

参考文献......................................................29

附录A......................................................30

附录B......................................................36