优衣库网络营销存在问题及对策研究.PDFVIP

优衣库网络营销存在问题及对策研 摘要 服装产业是我国的传统产业之一,我国始终把服装产业发展放在一个重要的 地位。我国作为世界人口最多的国家,服装生产量和消费量位列全球第一。中国 近年来生产力实现跨越式发展,服装行业规模加速扩大,但是随着经济与贸易全 球化步伐的加快,国外优质服装品牌纷纷进入我国市场,优衣库便是其中的代表 之一。放眼全球服装市场，快时尚服装企业优衣库在其发展过程中依据外部环 境和企业自身发展需求，及时制定出有效的的网络营销策略。 本文以优衣库为研究实例，通过对优衣库进行研究，探索优衣库网络营销 的现状，并且在此过程中发现优衣库网络营销所存在的问题，最终提出针对性 的对策研究，旨在进一步提升优衣库网络营销效率，实现优衣库品牌的进一步 发展。 关键 ：优衣库 网络营销 存在问题 对策研 I Research on the current situation, problems and countermeasures of uniqlo network marketing Abstract The garment industry is one of the traditional industries in China, and China always puts the development of the garment industry in an important position. As the most populous country in the world, China ranks first in clothing production and consumption. Productivity to achieve leapfrog development in recent years, China accelerated expansion of clothing trade, but as the economy and speed up the pace of the globalization of trade, overseas high-quality clothing brand into the market in our country, uniqlo is one of the representative. In view of the global clothing market, uniqlo, a fast fashion clothing company, has formulated effective online marketing strategies in a timely manner according to the external environment and the development needs of the enterprise itself. Based on uniqlo as a research instance, through the study of uniqlo, explore the status quo of uniqlo network marketing, and in the process found uniqlo existing problems in the network marketing, finally put forward corresponding countermeasure research, aims to further enhance uniqlo network marketing efficiency, realize the further development of the uniqlo brand. KeyWords : uniqlo ；The network marketing ； Existential question ； C ountermeasureresearch