优衣库的营销策略分析.docx

优衣库的营销策略分析 【摘要】　在整个经济全球化的时代，不同的企业之间可谓竞争白热化，中国服装市场容纳量大，许多海外知名服装品牌瞄准机会纷纷开始开拓中国市场，占据了不少的市场份额，一定程度上影响到了本土服装企业，缩小了市场空间，给它们带来不少生存压力。在这么多海外品牌中，优衣库可谓是当中的领头羊，率先扛起大旗成功进入中国市场，占有一席之位，这其中别具一格的品牌战略和营销策略起到了关键的作用。我们本土的服装企业只有通过改革，赶上时代的步伐，学会用新颖的营销方式才能扳回这个劣势的局面。所以通过借鉴对海外服装企业在中国的的营销策略，才能够更好的促进本土服装企业发展。在此借以分析优衣库的营销策略以更好的为我国服装品牌建设和拓展走向提供一个有意义的建议。优衣库是一个集原料生产、产品设计、生产加工、营销宣传、物流配送、门店和网络销售于一体的服装零售企业，其从最初的2002年首次尝试进入中国市场到2005年的退出，再到如今成为零售巨头，占据中国服装市场份额，这个案例足以能够给我们分析，于此同时本文也会一并分析在优衣库发展中有疏漏的地方，给予我们本土服装企业一些启示。 本论文通过阅读许多与优衣库营销相关的文献，以优衣库在中国的发展情况为基础，首先总结了优衣库的市场现状，之后以营销经典理论为支撑，详析优衣库营销策略，同时指出了优衣库在发展过程中存在的弱势，如定位的缺失、缺乏一定的时尚性、店面选址成本较高等问题，最后基于优衣库的营销策略和问题，给我国本土服装企业带来一些启示。 【关键词】优衣库；营销策略；启示 The Research on the Marketing Strategy of UNlQLO [Abstract] In the era of economic globalization, competition between different companies is fierce, and the Chinese clothing market has a large capacity. Many well-known overseas clothing brands have started to explore the Chinese market, occupying a lot of market share, which has affected to some extent Local clothing companies have reduced the market space and brought them a lot of survival pressure. Among so many overseas brands, UNIQLO is the leader among them, taking the lead in successfully entering the Chinese market and occupying a seat. Among them, the unique brand strategy and marketing strategy played a key role. Only through reforms, our local apparel companies can keep up with the times and learn to use novel marketing methods to reverse this disadvantage. Therefore, by drawing on the marketing strategies of overseas apparel companies in China, we can better promote the development of local apparel companies. Hereby analyze UNIQLOs marketing strategy to better provide a meaningful suggestion for the construction and expansion of Chinas apparel brands. UNIQLO is a clothing retail enterprise integrating raw material production, product design, production processing, marketing and promotion, logistics and distribution, stores and online sales. It first tried to