快销时装品牌的营销策略研究——以 U 家品牌为例 广东东软学院本科生毕业设计（论文）内容摘要近年来国外快销时装品牌在中国表现良好，给国内的快销时装品牌看到了行业发展的前景。本论文通过文献研究，对国内外快销时装品牌的营销策略进行研究。以具有代表性的快销时装品牌 U 家品牌作为主要研究对象，通过数据搜集、统计和分析，大致了解了 U 家品牌的顾客需求和运营情况。通过 SWOT 分析方法，分析 U家品牌的竞争环境和态势。以 4P 理论作为框架，通过分析 U 家品牌典型的营销案例，对其营销策略进行研究。通过调查了解中国快销时装品牌的发展现状和普遍存在的问题，浅析其对中国本土快销时装品牌营销策略的借鉴意义，为中国快销时装品牌的开创及后续的发展提供相对可靠的理论基础。关键词：营销策略 新零售 快销时装品牌AbstractIn recent years, foreign fast-selling fashion brands have performed well in China, showing the domestic fast-selling fashion brands the prospect of industry development. This paper studies the marketing strategy of domestic and foreign fast-selling fashion brands through literature research. Taking u brands, a representative fast-selling fashion brand, as the main research object, through data collection, statistics and analysis, we have roughly understood the customer demand and operation of u brands. Through SWOT analysis, the paper analyzes the competitive environment and situation of u brand. Based on the 4P theory, this paper analyzes the typical marketing cases of u brand and studies its marketing strategies. Through the investigation and understanding of the development status and common problems of China's fast-selling fashion brands, this paper analyzes its reference significance to the marketing strategy of China's local fast-selling fashion brands, and provides a relatively reliable theoretical basis for the creation and subsequent development of China's fast-selling fashion brands.KeyWords：Marketing strategy New ...
