摘 要随着国民经济的快速增长，我国现已成为全球最具发展潜力的服饰类消费市场之一。与此同时，信息技术的迅速发展也将全球经济带入了网络时代，服装网络营销作为一种新的营销方式也得到了迅速发展。本文结合互联网的环境背景，以优衣库为主要研究对象分析服装零售业网络营销模式，重点研究与分析优衣库在中国实施的相关网络营销活动以及其网络营销的亮点之处，包括企业网站营销、SNS 社交网络营销、自有 APP 的推广使用、O2O 模式营销。通过对优衣库成功案例的分析，结合服装零售业网络营销的相关内容，提出可借鉴的经验：营销与企业文化相结合、营销形式新颖创意、完善销售渠道、选择正确的合作伙伴，帮助我国服装零售业在互联网信息技术快速发展的时代中更好的发展。关键词：网络营销；优衣库；服装AbstractWith the rapid growth of the national economy, China has become one of the most potential clothing consumer markets. At the same time, the rapid development of information technology has also brought the global economy into the network era, clothing network marketing as a new marketing method has also been rapidly developed. This paper analyzes the network marketing mode of clothing retail industry with Uniqlo as the main research object, focusing on the related network marketing activities implemented by Uniqlo in China and the highlights of its network marketing, including enterprise website marketing, SNS social network marketing, promotion and use of its own APP, O2O model Marketing. Through the analysis of Uniqlo's successful cases and the relevant contents of clothing retail network marketing, this paper puts forward some experiences that can be used for reference: the combination of marketing and corporate culture, the novel and creative form of marketing, the improvement of sales channels and the choice of correct partners, To help China's clothing retail industry in the rapid development of Internet information technology in the ...
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