服装品牌网络营销对策研究——以优衣库为例

Research on Network Marketing Countermeasures of Clothing Brand——Taking UNIQLO as an Example

伴随网络技术的快速发展,网络营销已成为越来越多服装品牌的新型营销手段,受到了消费者的喜爱。这对服装品牌企业来说,是新机遇,也是新挑战。优衣库是近年来在中国开展网络营销的成功品牌营销商,其成功经验值得国内服装企业参考借鉴。为此,文章论述了优衣库的品牌信息以及使用的网络营销战略,在此基础上围绕国内服装企业营销现状进行剖析,并提出了开展服装品牌网络营销的相关建议,以供参考。

With the rapid development of network technology,the network marketing has become a new marketing method for more and more clothing brands,which is favored by consumers.It is a new opportunity and a new challenge for the enterprises with clothing brand.UNIQLO is a successful brand marketer who has launched online marketing in China in recent years.Its successful experience is worthy of reference for domestic garment enterprises.Therefore,the paper first discusses the brand information of UNIQLO and the network marketing strategy applied.On this basis,it analyzes the marketing situation of domestic clothing enterprises,and puts forward some suggestions on developing the network marketing of clothing brands for reference.