本科论文摘 要经济全球化的速度在加快，各种公司的竞争压力也在增加，许多国际服装品牌正涌入中国，并在中国服装市场上进行瓜分，这对本地品牌公司和本地品牌发展空间产生了巨大影响。这其中，优衣库凭借着其独特的营销策略，在众多的国际品牌中脱颖而出，确立起快时尚领域的霸主地位。在互联网时代下，当前的网络经济对企业传统的营销模式产生了重大的影响。服装企业更是互联网时代下的受益者，优衣库结合互联网时代的特点形成了自己的营销策略，对我国的服装企业有一定借鉴意义。本文介绍了优衣库的发展背景以及优衣库的内外部环境，结合相关文献，通过分析在互联网时代下优衣库成功的营销策略，为本土服装品牌的营销提供借鉴与启示，帮助本土企业找到营销的新思路，形成适合企业的、顺承时代发展的营销策略。关键词：优衣库，营销策略，互联网本科论文AbstractThe speed of economic globalization is accelerating, and the competitive pressure of various companies is also increasing. Many international apparel brands are pouring into China and dividing them in the Chinese apparel market, which has a huge impact on local brand companies and local brand development space. Among them, UNIQLO, with its unique marketing strategy, stands out from many international brands and establishes its dominant position in the field of fast fashion. In the Internet era, the current network economy has a significant impact on the traditional marketing model of enterprises. Clothing enterprises are the beneficiaries of the Internet era. UNIQLO has formed its own marketing strategy in combination with the characteristics of the Internet era, which has certain reference significance for China's clothing enterprises. This paper introduces the development background and the internal and external environment of UNIQLO. Combined with the relevant literature, through the analysis of the successful marketing strategies of UNIQLO in the Internet era, it can provide reference and inspiration f...
