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O2O2O模式下优衣库整合营销策略研究

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

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