目录摘要...........................................................6ABSTRACT.........................................................7前言...........................................................8第1章绪论.....................................................9第1节服装品牌发展现状...............................................................................9一、国内服装品牌发展现状.......................................................................9二、国外服装品牌发展现状.......................................................................9第2节促销策略概述.....................................................................................10一、促销及其功能.....................................................................................10二、促销策略分类.....................................................................................10三、促销策略组合.....................................................................................10第2章优衣库概述..............................................11第1节优衣库简介..........................................................................................11一、发展现状.............................................................................................11二、品牌介绍.............................................................................................11第2节优衣库的营销战略分析.....................................................................12一、优衣库的市场细分.............................................................................12二、优衣库的目标市场选择.....................................................................12三、优衣库的差异化.................................................................................13四、优衣库的市场定位.............................................................................13第3章优衣库营销环境分析......................................14第1节服装行业概述.....................................................................................14一、服装行业特征.....................................................................................14二、服装行业发展趋势.............................................................................14第2节优衣库的行业环境分析.....................................................................15一、供应商的议价能力.............................................................................15二、顾客的议价能力.................................................................................15三、竞争者的威胁.....................................................................................16四、替代者的威胁.....................................................................................16五、潜在进入者的威胁.............................................................................17第3节优衣库的SWOT分析........................................................................17一、优衣库的优势分析.............................................................................17二、优衣库的劣势分析.............................................................................18三、优衣库的潜在机会.............................................................................18四、优衣库的外部威胁.............................................................................18第4章优衣库的促销策略现状......
