優(yōu)衣庫(kù)中國(guó)地區(qū)網(wǎng)絡(luò)營(yíng)銷策略分析優(yōu)秀

1、沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文I摘要網(wǎng)絡(luò)時(shí)代，網(wǎng)絡(luò)營(yíng)銷早已成為市場(chǎng)營(yíng)銷的重頭戲，它以其互動(dòng)性、針對(duì)性、趣味性等特點(diǎn)迅速搶占市場(chǎng)。企業(yè)若想在當(dāng)今社會(huì)突出重圍，創(chuàng)造更高的價(jià)值，網(wǎng)絡(luò)營(yíng)銷是其不可忽略的部分。本文選取優(yōu)衣庫(kù)品牌的網(wǎng)絡(luò)營(yíng)銷為樣本，通過(guò)對(duì)優(yōu)衣庫(kù)的品牌發(fā)展歷程、網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀的介紹來(lái)尋找其網(wǎng)絡(luò)營(yíng)銷中存在問(wèn)題，并針對(duì)不同的問(wèn)題給出相應(yīng)的解決對(duì)策。同時(shí)也希望通過(guò)對(duì)優(yōu)衣庫(kù)網(wǎng)絡(luò)營(yíng)銷案例的研究，對(duì)我國(guó)企業(yè)特別是廣大服裝零售營(yíng)銷企業(yè)，在網(wǎng)絡(luò)營(yíng)銷方面有一定

2、指導(dǎo)作用。關(guān)鍵詞：優(yōu)衣庫(kù)；網(wǎng)絡(luò)營(yíng)銷；品牌理念沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文III目錄引言.........................................................................................................................................11企業(yè)概況....................................

3、...........................................................................................21.1企業(yè)簡(jiǎn)介.....................................................................................................................21.2

4、UNIQLO品牌簡(jiǎn)介....................................................................................................21.2.1品牌內(nèi)涵....................................................................................................

5、.......21.2.2UNIQLO發(fā)展歷程..........................................................................................32網(wǎng)絡(luò)營(yíng)銷環(huán)境分析.................................................................................................

6、..............42.1宏觀環(huán)境分析.............................................................................................................42.1.1政治法律環(huán)境...........................................................................

7、........................42.1.2經(jīng)濟(jì)環(huán)境...........................................................................................................42.1.3人口環(huán)境.....................................................................

8、......................................52.1.4社會(huì)文化環(huán)境...................................................................................................62.1.5科技環(huán)境分析...........................................................

9、........................................62.2微觀環(huán)境分析.............................................................................................................62.2.1消費(fèi)者分析..................................................

10、.....................................................62.2.2競(jìng)爭(zhēng)分析...........................................................................................................82.3SWOT分析........................................

11、........................................................................83優(yōu)衣庫(kù)網(wǎng)絡(luò)營(yíng)銷策略現(xiàn)狀.................................................................................................103.1產(chǎn)品組合策略...........................

12、................................................................................103.2價(jià)格策略...................................................................................................................123.3渠道策略.......

13、............................................................................................................133.4網(wǎng)頁(yè)策略.......................................................................................................

14、............133.5促銷策略...................................................................................................................163.6SNS營(yíng)銷策略........................................................................

15、..................................183.7顧客服務(wù)策略...........................................................................................................204網(wǎng)絡(luò)營(yíng)銷中存在的問(wèn)題.......................................................

16、..............................................224.1網(wǎng)絡(luò)店鋪商品數(shù)量少、圖片質(zhì)量低.......................................................................224.2配送費(fèi)用較高........................................................................