优衣库品牌营销策略研究选编.doc

毕业论文 优衣库品牌文化营销策略研究 专业名称： 经济学 二零一六年六月  摘 要 本论文依据世界知名时尚品牌优衣库近年来在太原的蓬勃发展，针对调研结果利用市场营销4P组合理论作为框架探讨了优衣库在中国的营销策略。采用消费者购买因素分析，研究消费者针对不同营销策略模式下的购买率差异。再根据市场调研和观察，最终得出优衣库具有的独特营销策略是符合当前市场和消费者需求的具有强大竞争力的策略。 关键词： 优衣库；组合4P理论；品牌文化 Abstract The paper bases on UNIQLO, the famous fashion brand around the world, developing thrive in Taiyuan city these year, analyzing the S(strength), W(weakness), O(opportunity), T(threat) existed in the competition between UNIQLO and other brand in the same market with SWOT analysis, adopting The Marketing Theory of 4Ps to research the marketing strategy, using Consumer Purchasing Factors analysis to discuss the purchase frequency customers shown when they face to the difference of various marketing strategy. In terms of observing and researching of clothes market, the paper draws the conclusion that the unique brand culture of UNIQLO is precisely what make the company became competitive and fitting into market customer’s demand. Keywords： uniqlo; marketing theory of 4Ps; brand culture 目 录 TOC \o 1-2 \h \u  HYPERLINK \l _Toc514 1 引言  PAGEREF _Toc514 1  HYPERLINK \l _Toc8261 1.1品牌介绍  PAGEREF _Toc8261 1  HYPERLINK \l _Toc9411 1.2品牌文化介绍  PAGEREF _Toc9411 1  HYPERLINK \l _Toc15848 1.3研究背景  PAGEREF _Toc15848 2  HYPERLINK \l _Toc29010 1.4研究意义  PAGEREF _Toc29010 3  HYPERLINK \l _Toc17016 1.5国内外研究现状  PAGEREF _Toc17016 3  HYPERLINK \l _Toc5385 1.6研究方法  PAGEREF _Toc5385 3  HYPERLINK \l _Toc29373 2优衣库营销组合策略  PAGEREF _Toc29373 5  HYPERLINK \l _Toc8989 2.1产品策略  PAGEREF _Toc8989 5  HYPERLINK \l _Toc6264 2.2价格策略  PAGEREF _Toc6264 6  HYPERLINK \l _Toc15396 2.3渠道策略  PAGEREF _Toc15396 6  HYPERLINK \l _Toc16476 2.4促销策略  PAGEREF _Toc16476 7  HYPERLINK \l _Toc13997 3. 结论  PAGEREF _Toc13997 9  HYPERLINK \l _Toc6331 3.1公司优势（strength）  PAGEREF _Toc6331 9  HYPERLINK \l _Toc31171 3.2公司的劣势（weakness）  PAGEREF _Toc31171 9  HYPERLINK \l _Toc32392 3