名创优品营销策略研究

北京理工大学珠海学院 2020 届本科生毕业论文名创优品营销策略研究摘 要2013 年，名创优品全球联合创始人叶国富与日本的一位青年设计师 Miyake Junya成立名创优品股份有限公司。短短 6 年间就在全球开设 4000 多家门店。2018 年中，营收就超过 25 亿美元。在互联网快速发展的背景下，名创优品一直在寻求使其在线销售与线下商店完美结合的模式。在淘宝天猫和京东等购物平台建立旗舰店，在微信、微博、抖音、小红书与今日头条等大流量热门的媒体软件上建立官方账户进行产品宣传，还与多方进行跨界营销，源源不断地为消费者带来惊喜。在短短几年内，快时尚潮流下的名创优品取得了令人瞩目的成就。本文将首先分析本研究背景和意义，介绍名创优品的概况。再从宏观环境、态势分析、营销策略、快时尚等理论角度，结合文献研究方法、案例分析方法、图片分析法及定性分析方法，研究其成功的秘诀，并找出明创优品目前尚存在的问题，提供针对性的解决建议。希望能对该企业营销现状的调整及快时尚零售行业能有所启发。关键词：名创优品；宏观环境；态势分析；营销策略；快时尚北京理工大学珠海学院 2020 届本科生毕业论文Research on marketing strategy of MINISOAbstractIn 2013, Japanese designer Miyake Shun and co-founder Ye Guofu established Mingchuang Youpin Co., Ltd. In just six years, it opened more than 4,000 stores worldwide. In mid-2018, revenue exceeded US $ 2.5 billion. In the context of the rapid development of the Internet, MINISO has been looking for a model that perfectly integrates its online sales with offline stores. Establish flagship stores on shopping platforms such as Taobao Tmall and JD.com, establish official accounts on popular media software such as WeChat, Weibo, Douyin, Xiaohongshu and Toutiao to promote products, and conduct cross-border marketing with multiple parties , Continue to bring surprises to consumers. Only after a few years, MINISO has achieved an excellent reputation in the fast fashion trend.北京理工大学珠海学院 2020 届本科生毕业论文This paper will first analyze the background ...