Study On The Marketing Strategy Of UNIQLO

UNIQLO is a set of raw material production,product design,production and processing,marketing,logistics and distribution,stores and network sales of clothing retail enterprises.Through the UNIQLO typical examples,can provide a lot of reference for China's local similar enterprises,at the same time for the emergence of UNIQLO problems in the development process,this paper will make a brief analysis.In this paper,first of all,summarizes the classic marketing theory,such as value chain analysis theory,marketing 4P theory,market positioning theory,and so on.The UNIQLO business development as the research object,discusses the situation of business marketing status,the user's behavior,such as the current problems,on the basis of this,a careful analysis of the economic,social,business,industrial policy and technology environment,macro environment and competitive environment,identify business opportunities and threats,its advantage and disadvantage,then using the STP theory of market segmentation,UNIQLO business target market selection and positioning,and the business of UNIQLO product strategy,price strategy,promotion strategy and channel strategy for serious design and combination,finally put forward the marketing combination scheme of UNIQLO business,and puts forward some suggestions and measures to ensure the implementation of the marketing plan UNIQLO business.In the article fully affirmed the UNIQLO advantages and achievements,has carried on the analysis to take UNIQLO SAP business model,as a fast fashion clothing retail enterprises of UNIQLO in science and technology innovation,the fabric to give full recognition to practice in terms of UNIQLO clothing processing and artisan spirit UNIQLO stores in management etc..At the same time,it also pointed out that the areas for improvement,such as clothing and fashion sense is weak,competitiveness by competitors to suppress location based leisure clothing is not clear enough,based on the study of shopping habits of stores and Chinese consumers in Chinese share market in the development is not complete,and try to give their some suggestions.