ONLY女装品牌4P营销策略研究+文献综述
关键词： 市场营销；品牌营销；营销策略；4P’s
The Brand Marketing Strategy of ONLY
Abstract: With economic development, people's living standards improve, people increasingly pursuit of fashion and taste, like innovation, like inpiduation, therefore, personalized products and services era has arrived. In recent years, the pace of development of the domestic garment enterprises as well as international apparel market is becoming more competitive, ONLY face new challenges. ONLY in order to increase brand awareness and expand market share, it is imperative to optimize the current brand strategy and marketing strategy innovation. In this thesis, 4P theory ONLY with women's product strategy, pricing strategy, marketing strategy, channel strategy are described separately, then combined with ONLY ladies current marketing situation and development trend of the apparel industry, for ONLY women's marketing strategy has been brief analysis, which pointed out that the company in marketing strategy problems and deficiencies. On this basis, the 4P strategy for ONLY were optimized. Finally, the ONLY women's brand marketing strategy put forward innovative proposals.
Keywords: Marketing; Brand Marketing; Marketing Strategy; 4P’s
目录
一、绪论 1
（一） ONLY女装品牌营销策略研究的背景 1
（二） ONLY女装品牌营销策略研究的目的和意义 1
1、 研究目的 1
2、 研究意义 1
3、 ONLY女装品牌营销策略现状 2
4、 拟研究问题 2
二、ONLY女装品牌的市场分析 3
（一） 品牌营销概述 3
1、 品牌营销的含义 3
2、 品牌的功能 3
3、 品牌营销对现代营销的意义 3
（二） ONLY品牌的市场定位 4
1、 ONLY品牌的市场细分化 4
2、 ONLY品牌的目标市场策略 4
3、 ONLY品牌的市场定位 4
（三） ONLY品牌的市场竞争战略 4
1、 ONLY市场的主要竞争形式 4
2、 竞争策略 5
三、ONLY品牌营销策略 6
（一） 产品策略 6
1、 服装品牌形象的内涵 6
2、 ONLY服装的产品策略 6
（二） 价格策略 6
1、 影响ONLY销售价格的因素 6
2、 ONLY的定价策略 6
（三） 渠道策略 7
1、 ONLY分销渠道的策略 7
2、 ONLY的服装分销渠道 7
3、 ONLY销售新渠道 8
（四） 促销策略 8
1、 促销组合 8
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