O2O模式下快时尚品牌优衣库的营销策略研究.docxVIP

2018 届毕业论文 题 目O2O2O模式下快时尚品牌优衣库的营销策略研究 院 、 部： （四号宋体，下同）　 学生姓名： 指导教师： 职称 专 业： 班 级： 完成时间： 　2018年 月 　　  摘 要 服装产业是我国的传统产业之一，在我国经济发展过程中起着重要作用。我国作为世界人口大国，是全世界最大的服装生产国和消费国。改革开放以来，我国生产力不断发展，服装行业不断壮大，但是随着经济全球化步伐的加快，国外服装品牌不断进入我国，而我国服装企业仍旧沿用传统的生产模式和营销策略，产品更新换代较慢、营销成本较高，加之我国人口红利的不断消失，劳动力成本优势减弱，相比于国外服装企业，我国服装企业整体成本较高。目前，我国服装行业的发展面临巨大的挑战。在现实中，如何让服装行业走出困境，顺应时代发展，必须从各个方面努力，从而得出正确的解决办法。 目前，很多快时尚服装企业迅猛发展，比如优衣库、ZARA, CA等，它们在发展过程中都依据自身条件和客观环境制定出了符合企业自身发展的营销策略。本文以快时尚服装企业的02020模式营销策略为依据，结合相关的营销理论，以优衣库的02020模式营销策略为实例，着重分析优衣库在02020模式下的营销策略现状，从而为我国服装品牌营销提供一些启示。 关键词：02020模式；快时尚；服装品牌；优衣库；营销策略 ABSTRACT Clothing industry is one of the traditional industries in China, and plays an important role in the process of economic development. As a populous country in the world, China is the largest garment producer and consumer in the world. Since the reform and opening up, the productivity of our country has been developing continuously and the garment industry has been growing continuously. However, with the acceleration of economic globalization, foreign garment brands have been entering our country. Our garment enterprises still follow the traditional production mode and marketing strategy. The product renewal is slow, the marketing cost is high, and the demographic dividend of our country is disappearing constantly, and the advantage of labor cost is reduced. Weak, compared with foreign garment enterprises, the overall cost of Chinas garment enterprises is higher. At present, the development of Chinas garment industry is facing tremendous challenges. In reality, how to let the garment industry out of the predicament and adapt to the development of the times, we must work hard from all aspects to get the correct solution. At present, many fast fashion clothing enterprises are developing rapidly, such as Uniqlo, ZARA, CA, etc. In the process of development, they have formu