摘要优衣库是日本迅销公司的核心品牌,它从崛起到迅速占领中国服装业市场的历程堪称为一段品牌的佳话,对优衣库品牌的研究在学术界很早之前就有了众多学者进行研究分析。在研究优衣库的发展历史和成功经验的过程中,离不开对其营销策略的分析。优衣库的出现，开启了一个新的潮流，扩宽了传统服装界的概念，成为了时代的宠儿。优衣库将经营理念扩展到大众对服装的消费概念,并针对年轻一代推出一系列的新款。本文在分析相关文献的基础上，概况了优衣库在华营销环境分析，之后对优衣库的在华现状提出对其营销策略的探讨。其中包括优衣库企业发展以及企业文化形成的政治环境,经济技术、社会环境等宏观环境因素以及对其消费者以及同行业竞争者等的等微观因素的分析，从而发现这些策略中存在的问题。最后，归纳出了快时尚品牌对我国服装行业的启示。关键词:优衣库；营销策略；营销环境；启示AbstractUniqlo is the core brand of Japanese Fast Sales Company. Its process from rising to rapidly occupying the Chinese clothing market can be called a good story of a brand. The research on Uniqlo brand has been studied and analyzed by many scholars long ago in the academic circles. In the process of researching the development history and successful experience of Uniqlo, the analysis of its marketing strategy is indispensable. The emergence of Uniqlo has opened a new trend, broadened the concept of traditional clothing industry, and become the darling of the times. Uniqlo has extended its business philosophy to the concept of mass consumption of clothing, and launched a series of new models for the younger generation. Based on the analysis of relevant literature, this paper summarizes the analysis of Uniqlo's marketing environment in China, and then puts forward its marketing strategy for Uniqlo's current situation in China. These include the development of Uniqlo enterprises, the political environment for the formation of corporate culture, macro-environmental factors such as econ...
