沈阳理工大学学士学位论文摘要网络时代，网络营销早已成为市场营销的重头戏，它以其互动性、针对性、趣味性等特点迅速抢占市场。企业若想在当今社会突出重围，创造更高的价值，网络营销是其不可忽略的部分。本文选取优衣库品牌的网络营销为样本，通过对优衣库的品牌发展历程、网络营销现状的介绍来寻找其网络营销中存在问题，并针对不同的问题给出相应的解决对策。同时也希望通过对优衣库网络营销案例的研究，对我国企业特别是广大服装零售营销企业，在网络营销方面有一定指导作用。关键词：优衣库；网络营销；品牌理念AbstractIntheageofInternet,networkmarketinghasalreadybecomeanimportantpartinmarketing,withitsinteractive,specificandinterestingfeatures,itoccupiesthemarketrapidly.Tobemorebeckoningandcreatemorevalue,theenterpriseintoday'ssocietyshouldrealizethatthenetworkmarketingisaindispensablepart.ThisarticletakesthenetworkmarketingofUNIQLOassamples,searchoftheproblemsinitsnetworkmarketingbyscanningitsdevelopmentprocessesandpresentsituationofnetworkmarketing.Thenitofferssomesolutionsfordifferentproblems.Atthesametimealsohopestomakesomecontributionstotheclothingretailerinourcountry,especiallytheirnetworkmarketingbystudyingtheexampleofUNIQLO.I沈阳理工大学学士学位论文Keywords:UNIQLO;TheNetworkMarketing;BrandIdea目录引言.........................................................................................................................................11企业概况...............................................................................................................................21.1企业简介.......................................................................................................................21.2UNIQLO品牌简介......................................................................................................21.2.1品牌内涵.............................................................................................................21.2.2UNIQLO发展历程............................................................................................32网络营销环境分析...............................................................................................................42.1宏观环境分析...............................................................................................................42.1.1政治法律环境.....................................................................................................42.1.2经济环境.............................................................................................................42.1.3人口环境.............................................................................................................5II沈阳理工大学学士学位论文2.1.4社会文化环境.....................................................................................................62.1.5科技环境分析.....................................................................................................62.2微观环境分析...............................................................................................................62.2.1消费者分析.........................................................................................................62.2.2竞争分析.............................................................................................................82.3SWOT分析...............................................................................................................
