摘 要



網(wǎng)絡(luò)時代，網(wǎng)絡(luò)營銷早已成為市場營銷的重頭戲，它以其互動性、針對性、趣味性等特點迅速搶占市場。企業(yè)若想在當(dāng)今社會突出重圍，創(chuàng)造更高的價值，網(wǎng)絡(luò)營銷是其不可忽略的部分。

本文選取優(yōu)衣庫品牌的網(wǎng)絡(luò)營銷為樣本，通過對優(yōu)衣庫的品牌發(fā)展歷程、網(wǎng)絡(luò)營銷現(xiàn)狀的介紹來尋找其網(wǎng)絡(luò)營銷中存在問題，并針對不同的問題給出相應(yīng)的解決對策。同時也希望通過對優(yōu)衣庫網(wǎng)絡(luò)營銷案例的研究，對我國企業(yè)特別是廣大服裝零售營銷企業(yè)，在網(wǎng)絡(luò)營銷方面有一定指導(dǎo)作用。



關(guān)鍵詞：優(yōu)衣庫；網(wǎng)絡(luò)營銷；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 錄



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

1 企業(yè)概況...................................................... 2

1.1 企業(yè)簡介......................................................2

1.2 UNIQLO品牌簡介......................................................2

1.2.1 品牌內(nèi)涵......................................................2

1.2.2 UNIQLO發(fā)展歷程......................................................3

2 網(wǎng)絡(luò)營銷環(huán)境分析......................................................4

2.1 宏觀環(huán)境分析......................................................4

2.1.1 政治法律環(huán)境......................................................4

2.1.2 經(jīng)濟環(huán)境......................................................4

2.1.3 人口環(huán)境......................................................5

2.1.4 社會文化環(huán)境......................................................6

2.1.5 科技環(huán)境分析......................................................6

2.2 微觀環(huán)境分析......................................................6

2.2.1 消費者分析......................................................6

2.2.2 競爭分析......................................................8

2.3 SWOT分析......................................................8

3 優(yōu)衣庫網(wǎng)絡(luò)營銷策略現(xiàn)狀......................................................10

3.1 產(chǎn)品組合策略......................................................10

3.2 價格策略......................................................12

3.3 渠道策略......................................................13

3.4 網(wǎng)頁策略......................................................13

3.5 促銷策略......................................................16

3.6 SNS營銷策略......................................................18

3.7 顧客服務(wù)策略......................................................20

4 網(wǎng)絡(luò)營銷中存在的問題......................................................22

4.1 網(wǎng)絡(luò)店鋪商品數(shù)量少、圖片質(zhì)量低......................................................22

4.2 配送費用較高......................................................22

4.3 渠道隱患......................................................22

4.4 官方網(wǎng)站設(shè)計存在缺陷......................................................23

4.5 推廣力度不足......................................................23

4.6 網(wǎng)絡(luò)客服素質(zhì)偏低......................................................23

5 完善網(wǎng)絡(luò)營銷策略......................................................24

5.1 豐富網(wǎng)絡(luò)店鋪產(chǎn)品信息......................................................24

5.2 合理降低運費..............................................24

5.3 消除渠道隱患......................................................24

5.4 官方網(wǎng)站更加人性化......................................................25

5.5 加大推廣力度......................................................25

5.6 不斷提高顧客滿意度......................................................25

結(jié) 論......................................................27

致 謝......................................................28

參考文獻......................................................29

附錄A......................................................30

附錄B......................................................36