浅谈快时尚服装行业发展问题及应对策略——以优衣库为例 市场营销专业VIP免费

摘要在目前这个人人都爱美的时代，快时尚服装业毋庸置疑就成为了当前这个时代的新宠。近些年就涌现出类似于HM，优衣库，ZARA，美特斯邦威等一系列热门品牌。本文通过间接阐述优衣库的发展概况以及品牌影响力，围绕优衣库的品牌优势、劣势做出相应的分析，并通过近几年优衣库的发展数据分析其近几年的发展问题以及应对策略，就优衣库对当下的快时尚服装行业所作出的影响提出个人的看法。本文系运用文献调查法进行专题分析。全文分三个部分：首先（第一部分），是简单介绍快时尚服装这个行业，对快时尚行业进行基础性的了解，并研究其发展概况，以及对优衣库的发展概况进行基础性的分析；其次（第二部分），是对快时尚服装的发展情况提出一系列问题；最后（第三部分），是将结合第二部分快时尚所面临的发展问题提出相应的发展战略。本文所作的阐述主要体现在通过深入分析一个较为热门的快时尚服装品牌在发展中所面临的问题及其应对策略来分析整个行业的发展。关键词：优衣库快时尚服装发展策略IAbstractInthecurrenterawheneveryonelovesbeauty,fastfashionclothingindustryhasundoubtedlybecomethenewfavoriteofthecurrentera.Inrecentyears,aseriesofpopularbrandssuchasHM,UNIQLO,ZARAandmetersbonwehaveemerged.Inthisarticle,throughindirectillustratesthedevelopmentsituationofuniqlo,brandinfluence,surroundingtheuniqlobrandadvantage,disadvantagemakesthecorrespondinganalysis,andthroughthedevelopmentofuniqlodataanalysisinrecentyearsthedevelopmentproblemsandcopingstrategiesinrecentyears,uniqlowiththecurrentfastfashionclothingindustrybytheinfluenceofpersonalopinionisputforward.Thispaperappliestheliteraturesurveymethodtoanalyzethetopic.Thepaperisdividedintothreeparts:first,abriefintroductionofthefastfashionclothingindustry,abasicunderstandingofthefastfashionindustry,astudyofitsdevelopment,andabasicanalysisofthedevelopmentofuniqlo;Secondly(thesecondpart),itputsforwardaseriesofquestionsaboutthedevelopmentoffastfashionclothing.Finally(thethirdpart),itputsforwardthecorrespondingdevelopmentstrategiesbasedonthedevelopmentproblemsfacedbyfastfashioninthesecondpart.Theelaborationofthispaperismainlyreflectedinthein-depthanalysisofapopularfastfashionclothingbrandinthedevelopmentoftheproblemsandcountermeasurestoanalyzethedevelopmentoftheentireindustry..Keywords:UNIQLOfastfashionDevelopmentissuesandstrategiesII目录一、引言..........................................................1（一）选题背景及意义............................................1（二）文献综述..................................................1二、快时尚服装业的概述..........................................2(一)快时尚服装业的概念..........................................2（二）快时尚的特点..............................................3（三）快时尚服装行业的发展现状..................................3（四）优衣库的发展概况..........................................4三、快时尚服装业的发展问题分析.................................6（一）快时尚服装业的可持续发展问题..............................6（二）快时尚服装业的品牌创新问题................................7（三）快时尚服装业的品牌跨界合作问题............................8（四）快时尚服装业的品牌竞争问题...............................10四、快时尚服装业发展问题的应对策略...........................11（一）可持续发展策略...........................................11（二）品牌创新策略.............................................11（三）品牌跨界合作战略.........................................12（四）品牌竞争策略.............................................13五、总结................