优衣库服饰营销策略分析摘 要优衣库服饰是日本的著名品牌，在日本收获了巨大的经济效益并取得了辉煌的成功，转而进军了中国服装市场。在 2002 年，优衣库服饰打入中国市场，用独到的经营策略在中国迅速发展，获得了不容小觑的经济规模。因此，本文以优衣库服饰为例，分析该品牌在华营销策略，找出其存在的不足之处，针对不足之处提出改正建议。本文分为四个部分。第一部分，首先阐述理论基础为后文分析优衣库服饰在华营销策略提供相应的理论基础，分别为 4P 营销理论和市场定位理论；其次对优衣库服饰的企业背景以及发展现状进行分析，对于优衣库企业基本情况能有清楚地认识。第二部分本文从宏观环境和微观环境两个方面分析了优衣库服饰营销环境，对宏观环境中的政治法律环境、经济环境，微观环境中的消费者、竞争者、供应商行为进行分析。第三部分对优衣库服饰营销现状进行分析，具体有产品策略、本土化策略、价格策略、渠道策略、促销策略等方面的内容，分析优衣库服饰的现状及其存在的问题。第四部分是对优衣库服饰营销改进策略进行分析。关键词：优衣库；服饰；市场定位Analysis on Marketing Strategy of Uniqlo ClothingAbstractUniqlo Costume is a famous brand in Japan. It has gained great economic benefits and achieved brilliant success in Japan and has instead entered the Chinese clothing market. In 2002, Uniqlo Apparel entered the Chinese market and developed rapidly in China with its unique management strategy, gaining an economic scale that cannot be underestimated. Therefore, taking Uniqlo Clothing as an example, this paper analyzes the brand's marketing strategy in China, finds out its shortcomings, and puts forward suggestions to correct them.This article is divided into four parts. In the first part, the theoretical basis is first expounded to provide the corresponding theoretical basis for the analysis of Uniqlo's marketing strategy in China, namely 4P marketing theory and market positioning theory. Secondly, it analyzes the background and development status of Uniqlo's apparel enterprises, an...
