| ABSTRACT | 第2-5页 |
| 摘要 | 第6-11页 |
| Chapter Ⅰ Introduction | 第11-16页 |
| 1.1 Background of Research | 第11-13页 |
| 1.2 Significance of Research | 第13-14页 |
| 1.3 Methodology of Research | 第14-16页 |
| Chapter Ⅱ Literature Review | 第16-22页 |
| 2.1 Overseas Research on O2O2O Model and Integrated Marketing Strategies | 第16-19页 |
| 2.2 Domestic Research on O2O2O Model and Integrated Marketing Strategies | 第19-22页 |
| Chapter Ⅲ Overview of Integrated Marketing Strategy of Uniqlo under theO2O2O Model | 第22-40页 |
| 3.1 Background of Uniqlo's Integrated Marketing Strategy in China | 第22-25页 |
| 3.1.1 Introduction to Uniqlo | 第23-24页 |
| 3.1.2 Development of Uniqlo in China | 第24-25页 |
| 3.2 Environmental Factors of Uniqlo's Integrated Marketing Strategy in China | 第25-30页 |
| 3.2.1 External Environment | 第26-29页 |
| 3.2.2 Internal Environment | 第29-30页 |
| 3.3 The Conducts of Integrated Marketing Strategy under O2O2O Model in China | 第30-40页 |
| 3.3.1 Product Strategy | 第31-32页 |
| 3.3.2 Price Strategy | 第32-34页 |
| 3.3.3 Place Strategy | 第34-36页 |
| 3.3.4 Promotion Strategy | 第36-38页 |
| 3.3.5 Localization Strategy | 第38-40页 |
| Chapter Ⅳ Strengths and Limitations of Integrated Marketing Strategy ofUniqlo under the O2O2O Model | 第40-49页 |
| 4.1 Strengths | 第40-46页 |
| 4.2 Limitations | 第46-49页 |
| Chapter Ⅴ Enlightenment on Chinese Apparel Enterprises under the O2O2OModel | 第49-65页 |
| 5.1 Positioning Target Market | 第49-51页 |
| 5.2 Establishing and Maintaining Brand Image | 第51-53页 |
| 5.3 Improving Product Quality | 第53-54页 |
| 5.4 Dedicating to Innovation | 第54-56页 |
| 5.5 Diversifying Marketing Strategy | 第56-59页 |
| 5.6 Developing Sufficient Supply Chain | 第59-61页 |
| 5.7 Building Enterprise Culture and Visionary Leadership | 第61-63页 |
| 5.8 Strengthening Environmental Protection Awareness | 第63-65页 |
| Chapter Ⅵ Conclusion | 第65-69页 |
| 6.1 Major Findings of the Study | 第65-67页 |
| 6.2 Limitations and Suggestions for Future Studies | 第67-69页 |
| References | 第69-73页 |
| Acknowledgements | 第73-74页 |
