中国地区网络营销策略分析优秀毕业论文.docx

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 todayrs 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 seanning 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 TOC \o 1-5 \h \z \o Current Document 引言 1 \o Current Document 1企业概况 2 \o Current Document 1 企业简介 2 \o Current Document UNIQLO品牌简介 2 1 品牌涵 2 UNIQLO发展历程 3 \o Current Document 2 网络菅销环境分析 4 \o Current Document 1宏观环境分析 4 1. 1政治法律环境 4 1.2 经济环境 4 1.3 人口环境 5 1.4社会文化环境 6 1.5科技环境分析 6 \o Current Document 2.2微观环境分析 6 2.2.1消费者分析 6 竞争分析 8 \o Current Document 3 SWOT 分析 8 \o Current Document 3优衣库网络营销策略现状 10 \o Current Document 1 产品组合策略 10 \o Current Document 3.2价格策略 12 \o Current Document 渠道策略 13 \o Current Document 网页策略 13 \o Current Document 3.5促销策略 16 \o Current Document 3.6 SNS营销策略 18 \o Current Document 3.7顾客服务策略 20 \o Current Document 4网络营销中存在的问题 22 \o Current Document 4.1网络店铺商品数量少、图片质量低 22 \o Current Document 4.2配送费用较髙 22 \o Current Document 渠道隐患 22 \o Current Document 官方设计存在缺陷 23 \o Current Document 4.5推广力度不足 23 \o Current Document 4.6网络客服素质偏低 23 \o Current Document 5完善网络营销策略 24 \o Current Document 5. 1丰富网