市场营销-新零售模式下广东省快时尚服装品牌营销策略分析——以“优衣库为例”论文.docx

新零售模式下广东省快时尚服装品牌营销策略分析——以“优衣库”为例 【摘要】众多国外的快时尚服装品牌在中国的发展，瓜分了中国极大的市场份额，使得中国本土服装品牌遭受着巨大的冲击。但随着中国信息技术的发展，新零售模式为我国快时尚服装品牌带来了新的契机。“优衣库（UNIQLO）”作为一个驰名中外的快时尚服装品牌，在新零售模式下，其成熟的运营模式实现了线上线下的双赢。“优衣库”的运营模式为中国本土服装品牌的发展有着极大的借鉴意义。 本文作者将通过对广东省内的消费者进行线上调查，分析广东省内本土快时尚服装品牌的市场现状、问题，对“优衣库” 的运营模式进行深入的探索和研究，并结合广东省快时尚服装市场的实际情况，为本省的本土快时尚服装品牌做出更为科学合理的营销建议，充分发挥我国物流行业和新零售模式的优势，为本省快时尚服装品牌的发展提供借鉴依据。 【关键词】新零售模式；快时尚；服装品牌；营销策略 Analysis on the marketing strategy of fast fashion clothing brand in Guangdong Province under the new retail mode - Taking UNIQLO as an example [Abstract] The development of many foreign fast fashion clothing brands in China has divided up a huge market share in China, which makes the local clothing brands suffer a huge impact. However, with the development of information technology in China, the new retail mode has brought new opportunities for fast fashion clothing brands in China. As a well-known fast fashion clothing brand at home and abroad, UNIQLOs mature operation mode has achieved win-win online and offline under the new retail mode. The operation mode of UNIQLO has great significance for the development of Chinese local clothing brands. In this paper, the author will analyze the current situation and problems of the local fast fashion clothing brands in Guangdong Province through the online survey of the consumers in Guangdong Province, and carry out in-depth exploration and Research on the operation mode of UNIQLO, and make more scientific and reasonable marketing suggestions for the local fast fashion clothing brands in Guangdong Province Based on the actual situation of the fast fashion clothing market in Guangdong Province It can give full play to the advantages of logistics industry and new retail mode, and provide reference for the development of fast fashion clothing brands in our province. [Key words] New retail mode, fast fashion, clothing brand, marketing strategy 目 录 TOC \o 1-3 \h \z 1 前言 1 1.1 研究背景和意义 1 1.2 研究内容 2 1.3 研究方法 2 2 基本概念与理论基础