• 
    

    
    

      99热精品在线国产_美女午夜性视频免费_国产精品国产高清国产av_av欧美777_自拍偷自拍亚洲精品老妇_亚洲熟女精品中文字幕_www日本黄色视频网_国产精品野战在线观看 ?

      UN IQLO’s Philosophy of Marketing

      2017-12-26 10:47:13路君霞
      環(huán)球市場信息導報 2017年17期
      關(guān)鍵詞:日照學院單位

      ◎路君霞

      UN IQLO’s Philosophy of Marketing

      ◎路君霞

      UNIQLO, Japanese clothing brand, founded by Tadashi Yanai in Japan in 1984, is the flagship brand of Fast Retailing Co., Ltd. And UNIQLO’s unique and fruitful marketing strategies play a crucial role in its success. This paper seeks to find out the outstanding aspects of UNIQLO’s marketing strategies, to explain, analyze and propose practical traits for Chinese clothing brands according to current situation.

      1 Introduction

      UNIQLO, founded by Tadashi Yanai in Japan in 1984, is a Japanese casual wear designer, manufacturer and retailer. It is a subsidiary of Fast Retailing Co., Ltd and one of the most famous five global clothing brands. On September 2nd, 2009, Fast Retailing Co., Ltd. announced its aim is annual group sales of 5 trillion yen (about 61.2 billion US dollars) and pretax profit from operations of 1 trillion yen (about 12.2 billion US dollars) by 2020. This means that the company wants to become the world’s biggest SPA(Specialty retailer of Private Label Apparell). UNIQLO sticks to provide modern, simple, highly adaptable merchandise with high quality to consumers all over the world.

      Marketing strategy at UNIQLO has always been the steel back of the company, so the writer wrote this paper seeking to examine the outstanding aspects of UNIQLO’s marketing strategies.

      2 Marketing Strategy of UNIQLO

      2.1 Product in quality, features and service

      UNIQLO, since 1999, has set up "production management firm" in Shanghai, Shenzhen, Ho chi minh city, Dhaka, and Bangladesh,For UNIQLO's product service, every new employee must have the ability to fold the clothes in a right and quick way, have modest and polite speaking skills, have the ability to modify the length of pants. UNIQLO continuously meet customer expectations and create more customers with standardized and thoughtful services.

      2.2 Reasonable Price

      UNIQLO adopts the penetration pricing method. It is committed to the pursuit "good quality with reasonable price". And UNIQLO’s cuttingprice strategy “cutting price in best selling period in front of others”is aggressive and is quite different from other enterprises which often reduce products’ price at the end of the season. “ Special sales in limited period ” is UNIQLO’s soul strategy that always work. For example, UNIQLO Fleece, priced at 1900 yen in UNIQLO, even if the Fleece at the market have destructive 20% ~ 25% discount and caused a big rush, the president of Fast Retailing Co., Ltd- Tadashi Yanai still insisted on special offer in limited period. Besides,UNIQLO uses perfect SPA. From product design and production to the final sales, all links control by itself. This makes it convenient for UNIQLO to control over the entire company. The monopoly also brings disadvantages. This request all links of risk should be borne by UNIQLO itself from production to sales. But basic style casual of UNIQLO exactly overcomes this defect. Basic clothes practicability are stronger, suitable for all kinds of people to wear.

      2.3 Place

      In addition to Japan, UNIQLO operates in mainland China, Hong Kong, Macau, Singapore, and so on, 1428 stores in total. China is UNIQLO’s biggest market except its own country. UNIQLO considers local prosperous commercial cores for the first choice to open stores, for example, 5th Avenue in New York, Oxford Street London , Wangfujing in Beijing, etc. There are many international top clothing brands, like Versace.

      2.4 Promotion

      Advertisements and spokespeople are important tools of sales promotion. In 2007, UNIQLO pushed out the network advertising "UNIQLOCK", which is considered to be UNIQLO's most successful case in the network marketing. The spokespeople of UNIQLO are mainly from Japan, China, Korea and European countries, such as Chiaki Kuriyama, Norika Fujiwara, Atsuko Maeda from Japan.

      3 Conclusions

      3.1 Summary of the essay

      Through the writer’s analysis and explanation, UNIQLO’s successful marketing strategies are mainly reflected in the following tips:

      3.2 Some potential problems UNIQLO may face

      Like any other company, UNIQLO also has some potential problems.

      First, the product design updating is slow. Due to launch basic goods as the goal, the clothes styles are not as much as other companies. and it takes about a year for new products to launch in market.

      Second, the form of selling is not suitable for all markets. Though UNIQLO stores are convenient for consumers to choose, many consumers are not adapt to this way, such as old people, potential customers and most Chinese consumers.

      Third, products are not fashion enough to compete with other companies. H&M,ZARA and other brands have fashion and popular clothes to attract many consumers. If UNIQLO wants to compete with them, and win the first place, this is a problem to consider.

      (作者單位:日照職業(yè)技術(shù)學院)

      猜你喜歡
      日照學院單位
      初等教育學院
      心之向往,便是日照
      金橋(2021年9期)2021-11-02 05:54:52
      滄海桑田話日照
      金橋(2021年9期)2021-11-02 05:54:30
      鳴謝單位(排名不分先后)
      寧波通訊(2021年14期)2021-09-29 07:33:46
      填單位 要推敲
      看錯單位
      幽默大師(2019年6期)2019-06-06 08:41:36
      協(xié)辦單位
      在日照(節(jié)選)
      日照行
      小布老虎(2016年18期)2016-12-01 05:47:41
      學院掠影
      巫溪县| 新丰县| 迁西县| 双柏县| 莆田市| 钟祥市| 万山特区| 松阳县| 临高县| 日土县| 长治市| 浠水县| 洪洞县| 定远县| 上饶县| 镇平县| 六枝特区| 泉州市| 新安县| 禹州市| 临朐县| 瑞昌市| 吉安县| 泰州市| 乌兰浩特市| 东至县| 无锡市| 衢州市| 林周县| 福海县| 富民县| 南宁市| 梅州市| 尤溪县| 祁阳县| 桓台县| 忻州市| 班戈县| 福鼎市| 会宁县| 林州市|