欧时力—服装品牌调研

欧时力调研报告欧时力调研报告一、调研目的本次调研的目的是了解欧时力服装品牌在市场中的竞争力、消费者对其品牌认知度和满意度，以及市场上的潜在机会和挑战。

二、调研方法1.问卷调查：通过设计一份问卷，包括开放性和封闭性问题，针对欧时力的品牌形象、产品质量、价格、销售渠道等方面进行调查。

2.市场观察：通过走访欧时力的实体店和线上店铺，观察消费者购物行为、销售情况等。

3.竞争对手比较：通过调查欧时力的竞争对手，了解其产品特点、价格和销售策略等。

三、调研结果1.品牌认知度：调查结果显示，大部分受访者对欧时力品牌有一定的认知度，其中女性受访者的认知度较高。

2.产品质量：大部分受访者认为欧时力的产品质量较高，产品耐用性和舒适度较好。

3.价格：受访者普遍认为欧时力的产品价格相对较高，超出了一些消费者的预算范围。

4.销售渠道：受访者更倾向于线下购买欧时力的产品，认为实体店的服务更好，试穿和退换货更方便。

5.竞争对手比较：调查结果显示，欧时力在市场上的竞争对手主要是一些国际知名品牌，如Zara、H&M等。

与这些品牌相比，欧时力在价格上稍显高昂，但在品质上有一定优势。

四、讨论与建议1.产品定价：欧时力应考虑调整产品价格，以更好地满足市场需求和消费者的预算范围。

2.销售渠道优化：除了传统的实体店，欧时力还应开发线上销售渠道，提供更方便的购物方式。

3.品牌宣传：加大对品牌的宣传力度，提高品牌知名度和消费者的品牌认同感。

4.产品创新：欧时力应加强产品创新，推出更多符合消费者需求的新款产品。

五、总结通过本次调研，我们了解到欧时力在市场中的竞争力较强，消费者对其产品质量有较高的认可度。

然而，与竞争对手相比，产品价格较高，销售渠道和品牌认知度还有待提高。

因此，我们建议欧时力调整产品定价，优化销售渠道，加大品牌宣传力度，并加强产品创新，以提升在市场中的竞争优势。

ochirly Case Study Research JournalContentsIntroduction------------------------------------------------------------------------------4Chapter1. Ochirly BrandIntroduction----------------------------------------------51 Brand Name--- Ochirly------------------------------------------------------------------------------52 Brand Introduction----------------------------------------------------------------------------------53 Brand Style ----------------------------------------------------------------------------------------64 Brand Inspiration------------------------------------------------------------------------------65 Brand Slogan--------------------------------------------------------------------------------76 Brand Logo-------------------------------------------------------------------------------77 Brand Products-----------------------------------------------------------------------8 Chapter2. Ochirly Brand Image Design--------------------------------------------91 Logo Design----------------------------------------------------------------------------------92 Tag Design--------------------------------------------------------------------------------103 Product Packaging-------------------------------------------------------------------104 Store Image------------------------------------------------------------------------11Chapter3. Ochirly Brand Planning -----------------------------------------------131 Market Analysis-------------------------------------------------------------------------------------132 Consumer Group Positioning-----------------------------------------------------------------143 Brand Prospect--------------------------------------------------------------------------------144 Mode Of Operation-----------------------------------------------------------------------15A. The Flat Delivery Channel.-------------------------------------------------------15B. Forms A Flat Channel-----------------------------------------------------------------15(1) Chain Promotion-----------------------------------------------------------------------------17(2)Blog Micro-blog Promotion------------------------------------------------------------------17(3) E-MAIL strategy------------------------------------------------------------------18(4) Links-------------------------------------------------------------------------------185 Competitor----------------===-----------------------------------------------------------------------186 Promotional Activities--------------------------------------------------------------------217 Sales Image Design------------------------------------------------------------------228The Way Of Publicity ---------------------------------------------------------------23 Conclusion----------------------------------------------------------------------------- 25References------------------------------------------------------------------------------26IntroductionOchirly Case Study Research Journal——I choose clothing retail brand ochirly it as my research topic of this.Through the introduction of ochirly brand, brand image design and brand planning three parts for analysis.A variety of life style is the fashion product, "a thousand faces" is also a fashion.The woman, can but elegant style, feminine noble princess, sometimes is trendy, generous and modern leisure female, sometimes is enthusiastic about sports, sunny fashion girl, not a happy, also can be rebellious, persist in one's old ways, there is so little feeling decadent."Advocating a fashion life" OCHIRLY, to change, different styles of fashion to strain of modern women different fashion life space, let a woman ever had to play their love life stage role fashion clothes, more to express their desire for a silent mode. Fickle, will become the biggest characteristic fashion, fashion has become a fashion, then, there are thousands of Customs "love".Chapter1. Ochirly Brand Introduction1 Brand Name--- OchirlyFrom Italy's cutting-edge fashion brand (Ochirly) at 1999 year in September by Ochirly (Hongkong) group, the successful introduction.2 Brand IntroductionIn 1990, it formally (Ochirly) was born in Florence, Italy and Florence following the fashion of the profound culture, has become a new fashion brands in Europe, become fashionable representative, active in the world of fashion arena.(Ochirly) is committed to "promote a fashion life", with the changes of different styles of fa shion to strain the modern women different fashion life space, let a woman ever to play their love life stage role in trendy clothes, more to express their desire for a silent mode.3 Brand StyleElegant,European style, style of modern and the perfect integration of art and commerce, is love (Ochirly) source sends out the infinite charm.She was one of the first to break the normal procedure, launched a smashup concept fashion brand. Design to technology, from color to shape, from the details to the match, are "mixed" grace. Ochirly draw inspiration from movies, music, painting and other art, combined with the trend, stimulate creativity, show women free self-confidence, from the heart of modern elegant temperament.4 Brand Inspiration.Ochirly in the design inspiration from Florence's city flower of fragrant plantain lily.The flowers and elegant scenery, stand gracefully erect, with delicate, cool, personality. After the rain, they also do not have a taste, scattered rain through the flowers glowed. Various color bad, all these have become (Ochirly)source of creation the pursuit of extraordinary refined, change unpredictably.5 Brand Slogan"advocate a kind of fashionable life"6 Brand LogoOchirly implied that the European fashion charm.7 Brand ProductsStyle characteristics: the mature classical European style suitable for 20-30 years old women.Color: black and white plus tend to light, bright and clean soft pink color.The main specifications: 155.160.165.170Price positioning: 299$~3999$Main fabric types:Products with fine multifilament nylon yarn as raw materials, with exquisite jacquard, lattice as the main style, Tsudakoma water-jet loom weaving in imports and elegant, exquisite, set, smooth, supple, ultra-thin, lightweight, perspective in one.The ochirly brand from the design to the modern city is women brought fashion and life tastes, aesthetic, fabrication requirements are very strict in Florence - ochirly brand is the source of creation.From Florence, the poet Dante once described this poem: "the city of Florence and other city is different, individuals residing in Florence life formed in Florence unique cultural dialect."The people of Florence, the beauty of the city is not the appreciation of his appearance, but inside the Florence culture and arts." Cultural achievements of the design philosophy of the ochirly.Chapter2. Ochirly Brand Image Design1 Logo Design2 Tag Design3Product Packaging4 Store Image(1) Store layout :Stores, brand and customer contact is zero distance, is the direct embodiment of the brand to attract, interpretation of the brand design of the original story or idea.The taste, also directly reflects the style and brand positioning itself. Ochirly stores, the glamorous European architectural style integration of modern international trend, creating artistic and fashionable shopping environment, let people enjoy the fun of shopping.Strong color visual enjoyment you can not help but exclaim the classic, atmosphe ric international fashion sense -- store design with a distinctive pink tone, make the space is full of vitality, full of fresh air. Design of open and ring wall, concise line, let the shop all the panoramic view of the open type glass door, and distinctive ring glass fitting room can produce infinite outspread feeling, with a variety of brightness of the lights, a unique window display, and carefully designed every detail plan, reflects a strong European style.(2) Window Display(3) Store DisplayIn general, store layout should eventually reach two effects:First, the organic combination of the customer and the course of action, for customers, should make it feel very full of goods and easy choice. The shop assistant, full consideration should be given to the improvement of work efficiency.Second, building, creating a comfortable shopping environment.Chapter3. Ochirly Brand Planning1 Market AnalysisThis brand in 2008 into the Chinese mainland market, the positioning of 25 to 45 years old female, follow the European standard in tailoring, its design style using bold clipping and high-grade fabrics, comfortable and self-cultivation. It's in large shopping malls Monopoly game, 2008 since the opening, very welcomed by consumers. Its main sales target for the senior white-collar workers over 25 years of age and female boss. Some customers to buy a few sets.Love on the fabric is very sophisticated, never use low-quality fabric. The fabric must be able to show the designer's bold ideas and customer. Because only the fabric to make the product is both comfortable and self-cultivation. In addition, because it's customers are mostly to drive.Therefore, there are special requirements on the shoulder and upper arm position, therefore, it's clothingin tailoring and design of these parts of the after special processing.It changed the mature women's dull color, a variety of "rejuvenation" for the customer to choose some relatively serious, tailoring products, bold fruit, apricot, pink, recommended red, blue and other colors to the customer. This softens the female image in the work, the "strong woman" has become a beautiful scenery line.2 Consumer Group PositioningIt's the target consumer group positioning in the mature, confident, independent, noble, generous women of the times.Most of them have received higher education, accept the high grade culture, like changing life and challenge, have their own way of life and the unique experience and requirements for fashion, the fashion brand, fashion, elegant European style show.3 Brand ProspectIt is the noble brand in2008 into the Chinese mainland market, the mature female its positioning for 25 to 45 years old, to follow the European standard in tailoring, its design style using bold c lipping andhigh-grade fabrics, comfortable and self-cultivation.The large shopping malls in the monopoly game, in2008 since the opening, very welcomed by consumers. Its main sales target for the senior white-collar workers over 25 years of age and female boss. Some customers to buy a few sets. At the same time, clothing sales it follow the "fashion" concept. Some of the same even if there is a different color also sell only one color. In this way, you avoid senior social occasions event.It's about 3 working days to upload the latest styles in about 15 to 20 or so, for stores to pick. In this way, the customer within the same week will have the opportunity to choose their favorite clothing, needs to be suitable for various occasions. Also more in line with the high-end apparel "never outdated products" concept.4 Mode Of OperationHeadquarters with flat supply channels, direct supply stores, retained profit maximization. Love w omen's clothing brand and the use of modern means of marketing to keep chaos rising sales promotion, amount of profit income. The ultimate broaden sources of income and reduce expenditure, can ensure low-cost high-quality products ever fount into the market. Logistics and distribution, fast perfect customer service and network monitoring and analysis system.A. The Flat Delivery Channel.On the one hand, to compress the consumer level from the manufacturer, from layers of agents, to manufacturers and retailers direct trading (Direct to Retail) development.On the other hand, change the terminal sales model, usually a new terminal by way of direct sales modelB."Forms A Flat Channel"1) Shop, store or brand shop will be more and more, but will not become mainstream, because manufacturing enterprises is after all not a retail enterprises, the retail industry is another industry, manufacturing enterprises, the main or brand publicity and promotion.2) Network of sales, the company and the operation mode and the determination of relevant.3) Telephone sales.Ps：4 -(2)- 2)Sales channels (network promotion strategy)Network marketing:The spread of the available network, design a clothing site, Taobao website on the Internet, have their own products on sale, now is the Internet age, imparting information faster, can trade on the net, alsoprovide great convenience to the customer, do not go out at home easily and can be purchased as one wishes clothing, weekly weekend leaflets spread.Channel:Product sales channels in the form of advertising, leaflets, network to promote the brand, let more consumers understand the brand and brand recognition. Enhance brand awareness.Ochirly it now has their own website, need to do is to popularize a website and products:1 Chain PromotionIn the form of interlocution to actively participate in, the embedding of advertisements which approach to hidden disadvantages, implicit, does not cause the Lord (Moderator) offensive that was deleted or blocked.Ask tool Google know, the question and answer, Search ask, Q & A, Yahoo! Knowledge hall"Google know" in google search results always faithfully in front, the following to Q & A as an example.First in the "Google know" find fashion topic, after the answer to connect back to it's website. Can the staff put forward questions, answered by other staff. Including the specific operation, set - keywords reasonable as far as possible into the web site keywords associated with the industry, in other words, must write "questions and answers search engine" version of the. Included with the overlap - to high frequency, one will not be included.Avoid advertising, cheating, irrigation behavior, need to pay attention to the following matters:1）The segment to answer a question, and the line changes, help Q advertising resources successfully uploaded.2）The answer cannot paste a copy, each a different answer.3）The registered account, password, email, IP to distinguish, can not be the same, answer the questions to the regular replacement of account, content.4）The questions can not be impatient, and strive to every question well, do fine.2 Blog Micro-blog PromotionRegistered in each big blog, micro-blog, registration name closely around the station name or URL, take soft published form, inserted into the appropriate link module in this paper, increase the chance to search.At present, the prevalence of micro-blog, the specific operation as follows:Soft Wen form write several main characteristics of garment industry, the development prospects of the paper articles, attach own signature, love the URL of the website, contact, try to make widely spread, in the past few years, there has been a lot of titled "XX ten error" of the kind of soft, a very this is a good form of.2) micro-blog promotion find and establish ochirly target consumer group opinion leader in micro-blog, making hot topic, pushWide ochirly related activities, using microwave relay will disseminate information.3) - based active attention micro-blog culture fans become a fan for each other friends, to join the group to become a fan for each other, clear in time without notice. Micro-blog maintenance - stay online, update the content. More fans3 E-MAIL strategy1）Create a "signature" in mail, easy to connect with potential customers. Most email systems have created the function of the signature, the signature will appear in each message sent. Signature to limit in the 6 to 8 lines, including: company name, address, telephone, address, Email address and a description of company.2）Set up the mail list, each month to send the user to fashion magazine. This is one of the best way to keep in touch with customers to establish a trust, brand development, and establish long-term relationship. But to build their own mailing list requires long-term accumulation, must adhere to.Method to obtain the target user's e-mail address is: buy software search the web site: regular discount promotions big, asking customers to fill in the email addressTo mailing list users (customers and access to a) product information, such as coupons, new products and other promotional information.content.4 LinksJoin a union is the biggest benefit links not only can improve the website on the Internet exposure rate, improve website back links and PR value, but also because the registration links Union left the site information, and generate links system a self-service, so that others can not inform us the case with our links, the links become more relaxed.Get a link channel resource exchange: find and help content complementary, website traffic is connected. The professional websites: such as "a push bbs".Note the first look at the other side of the site is Google Baidu, YAHOO, GOOGLE included.View each other links are valid. To check the quality of the other links. The exercise regularly and check the link habits, lest their link is no reason to delete.5 Competitor1) Competitors are Only, VeroModa, Basic House etc.Only consumer groups: independence, freedom, leading fashion, fashion and quality sensitive modern women design.Location is 15 to 35 years old between urban women.Global Distribution: in 1997, the first only store brand was established in Norway.Today, only has opened a total of 543 stores in 15 countries worldwide.Vero Moda consumer groups: to provide personalized tailoring fashion for women international city independent, confident, mature.Location: is 25-35 year-old female occupation leisure occupation.Global Distribution: there are more than 800 stores in the world.Basic house consumption all: Girl casual for stylish women 18-28 design, color jumping eyes, texture to cotton.The general price 200RM-1000RM , is acceptable to the public leisure brand.2)Analysis to rival OnlyOnly design conceptONLY is a representative of the style, a young people's unique style, "Ms. ONLY describe themselves as design, not thinking what to do next, but ask to show in what way, thus encouraging will never stop.Ms. ONLY confident enthusiasm will this spirit into every one of her design, makes the ONLY a very personal style of the brand.The design of ONLY with a distinct personality, her pursuit of freedom; she was strong and independent yet feminine. Design of ONLY-- from Europe's most cutting-edge fashion for all big cities in the world ofindependent, freedom, the pursuit of fashion and quality sensitive modern women design. Represent the youth vigor, and interesting ways, dynamic and strong flavor of the times. , ONLY women is a 20 year old girl, they like to have a unique personality, ONLY brings vitality to the young, their way of life, interesting.The fabric is selected from Europe and Japan advanced fabrics, designers of the rich and varied, a strong sense of rhythm of color, combined with the latest fashion trends, design a lot of comfort and represents the world of fashion style. Special emphasis on the use of such strong fiber, spandex the latest high-tech fabric, so that both the natural fabric clothing, comfortable, and easy to clean, maintain good form. Suitable for dating, leisure, work, so that women can easily cope with a variety of occasions.Only brand seriesLUX series (luxury luxury)CT series (city trend.)SW series (street wear street)Each season, each series has closely linked to European and American fashion of different popular theme.3)compared with competitorsThe same point:1)Consumption of the same layer2)According to the city's fashionable women3)In terms of price are relatively close, more intensified competition4)Have their own stores in major shopping mallsDifferent point:1) The perfect integration of art and commerce, is the ochirly charming. She was one of the first to break the normal procedure, launched a mashup concept fashion brand. From design to technology, from color to shape, from the details to the match, are "mixed" grace.Ochirly to draw inspiration from movies, music, painting and other art, combined with the trend, stimulate creativity, show women free self-confidence, from the heart of modern elegant temperament.2)ONLY's style is out of the ordinary, full of passion and vigor. The most popular music and international trends are inspired by ONLY design.This unique style reflected in the close fit of the model, the reduction reflects the special fitting dress personality, let female fashion style play.6 Promotional ActivitiesPromotions: Every weekends and some holidays to carry out promotional activities, the general consumers these days is the most vigorous flow. Issuance of promotional leaflets to modified product promotion.Registered consumption: At any time enjoy VIP discount for the convenience of customers shopping, lower promotional and transaction cost, the retail terminal garment enterprises can take the "registered consumption" way in daily sales.Operation steps1) welcome, sales presentations process when purchased hesitate in the customer, timely to introduce customers to our "registered consumption" activities; and in the checkout when once again to remind thecustomer and interpretation activities;2) tell the customer the brand leisure clothing in the "registered consumption" activities, if the consumer customers to leave the details, you can immediately start to enjoy a series of preferential activities we: the consumer immediately can enjoy ten percent off preferential;Begin from second time, at any time to shop customers can enjoy our twenty percent off VIP discount;If you are spending at a time when we do the promotion, not only can enjoy the promotion, but also can enjoy the discount preferential (such as we are now doing a twenty percent off promotional activities, then leave the information customers will be able to enjoy preferential, twenty percent off of the twenty percent off other left no data of the customers can enjoy twenty percent off but can't discount!)In the customer's birthday and major festivals, the customer can enjoy free access to our blessing card and a gift;In the customer shopping cumulative amount reached 5000 yuan, can enjoy discount cash 200 yuan worth of (may at any time when shopping on the spot after discount deduction); cumulative amount from zero.7 Sales Image DesignSales in addition to clothing to the customer, and explained, to recommend to customers by clothing, customer interest.1) recommended to have confidence, recommend clothes to the customer, the salesperson should have confidence, can let the customer trust clothing.2) suitable for the customer recommendation. On customer prompt goods and that, should be based on the actual conditions of customers, recommend suitable clothing.3) combined with the features of the products. Each kind of clothing have different characteristics, such as features, design, quality and other aspects of the recommendation to customers, clothing, different characteristics to emphasize the clothing.4) focus on goods. Recommended clothing to a customer, must try various devices to bring the topic to dress, and at the same time, to observe the customers to reflect the clothing, so as to facilitate sales.5) accurately tell the advantages of various types of clothing. Is described and recommended clothing tocustomers, to compare the different kinds of clothing, to say exactly what the advantages of various types of clothing.6) understanding of fashion, to explain the clothing conforms to the popular trend to the customer.8 The Way Of PublicityCelebrity EndorsementsBody poster propaganda pictures network propaganda magazine propaganda press conference Propaganda postersTV AdvertisingOchirly With MovieOchirly Love film aesthetic language, as well as the star model propagation effect, expression of film, art and aesthetics, sincere compliments. "Women are not bad" Xun Zhou, "love" Yuan Quan, "good rocking engagement" Chen Yao Hunan "a curtain", "phoenix" sparrow falls in love with Li Xiaolu "Du Lala promotion" Wang Luodan and many other popular movie actress who choose to use ochirly to show the modern fashion will temperament.ConclusionThrough this case study ,we can easy to understand in a certain condition of market competition, the competitiveness of the brand is the enterprise comprehensive strength performance,Only a strong brand competitiveness, in order to have a brand competition advantage.However,Ochirly brand Also a symbol of a large clothing companies. And when the brand has a strong competitiveness,The new product to win consumer recognition and trust, has the very strong market penetration.The modern market, the brand is based on a certain scale of production, in order to obtain a certain market share, so as to win competitive. Looking at the world famous brand, basically all isThrough the market to competition in the market, we can see, the brand competition has obvious scale effect should be.But, in the face of the international clothing brand threat, Ochirly also not resigned to playing second fiddle. Modern enterprises, especially the Multi-National Corporation, is the use of the brand to expand the impact of products, improve market competitiveness, and capture the market share. An enterprise wants to grow and develop, the enterprise is not the product, but the brand.Because every kinds of products are short, there is a certain life cycle, competitors are also constantly bring forth the new through the old, enterprise products will eventually be replaced by other products. However, the enterprise brand is the eternal, has permanent effects on market competitiveness. So, the enterprise brand has become a famous brand, its products will be able to carry the world before one in the market.References//obj/2013/03/01/ochmixchic.html//watch?v=lXBQmc98qhA/wiki/%E9%A6%96%E9%A1%B5/brand/978//brand/1931//i?tn=baiduimage&ct=201326592&lm=-1&cl=2&fr=ala1&word=%C5%B7%CA%B1%C1 %A6/view/21c278e64afe04a1b071de9c.html。

服装设计与工程调研报告学院名称：刘海粟艺术学院专业：服装设计与工程班级：12服装2班学号：12222224姓名：王金花指导教师：单文霞2015.5.28通过到实体店的实地走访，能更清楚的认识到这个品牌的发展历史。

时间安排：5.18 – 5.19 去消费群当中问卷调查5.20 - 5.21 对不同地方的实体店进行采访调查5.22 - 5.23 去欧时力的工厂考察调查样本情况：调查问卷做的还可以，可以说罗了欧时力的好几个方面。

温觉调查的样板还是做的比较清晰的。

还是能引人注意的。

最后会展示给大家看。

欧时力调研内容：欧时力的品牌介绍：欧时力是最早打破通例、“混”得优雅。

ochirly的门店， ochirly热爱用电影的审美语言，以及明星名模的传播影响，表达对电影、《女艺术和美学真诚的敬意。

人不坏》的周迅、《恋爱吧》的袁泉、《顺佳的摇摆婚约》的姚晨等众多当红影视剧的女主角都选择用ochirly来表现时尚摩登的都会气质。

晨间梦幻少女Amyas、午间慵懒情人Celestine和夜间艳丽精灵Daphnis，三位年轻貌美的都市女郎为欧时力07春夏拉开了时尚帷幕。

具有艺术气质的Amyas，沉迷于“BOHEMIA”风潮，在碎花与格子拼撞中寻找怀旧的诗韵，以立体剪裁展现个性的浪漫。

精致钮扣、蕾丝、刺绣剪贴，尽显浪漫迷人的巴黎郊外的风情。

向往自由的Celestine，流连于各国充满民俗服饰的“WEEKEND：MARKET”，个人装扮也散发出浓郁的民族风情。

狂热音乐的夜游族人Daphnis，喜欢将自己打扮成60年代的“COUNTRY：ROC K”歌手。

破旧低腰牛仔裤、性感小背心、太阳眼镜是必备的行头。

各种反光亮片T恤、铁线手法外套，点燃法式妩媚的热情。

07春天的Ochirly，沉浸在巴黎的空气中，时尚因子渗透在生活的每一个角落，无处不在。

店铺布局：走进欧时力的第三代门店，强烈的色彩视觉享受让你不禁会惊叹其经典、大气的国际时尚感——店铺设计以鲜明的桃红为主调，令空间充满朝气，洋溢清新气息。

Ochirly调查报告公共关系第三小组小组成员：罗友伶王艳琳何清毛哲恒马诗然王格李佳钦王迪2011级市场营销专科三班欧时力自1999年上市以来，以前所未有的速度在中国市场发展壮大。

在短短的两、三年间，迅速于中国60多个一、二类主要消费城市的160余家加盟店以及专柜年销售额达到2.5亿。

在北京、上海、广州、深圳、大连、成都、重庆、西安、长沙等省城市的太平洋、新世界、SOGO、迈凯乐、百盛、茂业、银泰、平和堂等知名时尚百货店，销售业绩评效均名列前茅，整体业绩不断上扬！我们认真地总结与分析了这次调查并做出以下的数据分析消费者定位分析：目标消费群定位——成熟、自信、独立、高贵、大方的时代女性通过调查我们不难发现，购买欧时力这个品牌的消费者年龄层主要是集中在20-25岁成熟，自信，独力的女性，虽然她们的消费能力不高，但是追求时尚与气质。

虽然我们的调查也涉及到了多位男性，但是他们对这个品牌也只是听过而已。

其次，欧时力这个品牌定位的消费者也包括了30岁以上的优雅、高贵、大方的时代女性，她们更在乎的是衣着体现的个人气质以及自身的品位同时她们在经济购买能力上更胜一筹。

品牌形象分析以上的这个图是显示的消费者对欧时力这个服装品牌的了解程度以及购买状况。

其中不了解这个服装品牌的消费者在这次调查中所占比重为60%。

而了解这个品牌但是不怎么购买的消费者也占了26.7%，熟悉并经常购买的比重为6.7%。

说明了欧时力这个品牌所定位的消费者为高端消费者根据数据分析我们知道，通过朋友介绍了解到这个品牌的人所占比重为20%，自己逛街时看到和通过广告了解到这个品牌的人所占比重都为15%。

另外有50%以上的人是通过其他途径了解到这个品牌的，也有的调查者称自己不知道这个品牌。

说明了这个品牌在宣传其知名度方面有所欠缺根据数据分析我们得出的结论是有33%的消费者会在新品上市的时候选择购买服装。

27%的人会选择在促销打折的时候购买服装。

而有40%的消费者会在清仓甩卖和换季打折的时候选择购买。

摘要随着“互联网+”及移动终端的飞速崛起，依托移动平台的零售业快速发展，基于数字科技、网络技术等新媒体使得营销方式变得多样化。

新媒体为企业的品牌传播提供了新的方式与手段，也为品牌营销带来新的机遇与挑战。

当前，新媒体营销的价值受到各行各业的广泛关注，国内外的一些知名企业也运用新媒体渠道展开市场营销，并取得较积极的反馈。

随着手机移动端的迅速扩张、微信微博等社交网络如火如荼的发展，新媒体为很多品牌带来了更加有效、更加精准的信息传递渠道。

服装零售业紧跟步伐进入新时代，新的营销模式应时而生并经过不断地完善与发展。

受外部环境与内部成本的影响，众多服装品牌在粗略借鉴新模式中不断受到冲击，尽管多平台促进了其向网络零售方向的迅速发展，但这种形势并不能解决当前困境，且国内围绕全渠道的研究多面向整个零售业或某一行业，其营销意见较笼统，缺乏针对性。

面对此种困局，欧时力积极借鉴调整营销模式，但在结合自身具体情况时缺乏针对性，应用至今，其营销模式的发展仍存在许多问题与挑战。

因此，本文对欧时力服装品牌的营销模式进行研究，望为其未来发展提供参考。

本文采用文献研究法、对比分析法、案例分析法等研究方法。

首先，简要介绍本文研究的行业背景、消费背景、互联网发展背景，阐述服装零售业营销模式相关理论的研究背景、研究意义和国内外研究现状。

进而，对服装行业现实背景下的国际知名女装品牌欧时力的营销模式现状进行研究，围绕其买手模式、SPA模式、O2O模式及全渠道模式的推广现状进行分析。

其次，通过对比分析法、案例分析法基于营销理念、营销渠道、用户体验角度找出其营销模式中尚有的不足。

最后，针对欧时力品牌营销模式的问题提出改进方案。

关键词：服装零售业；欧时力；营销模式；全渠道营销摘要AbstractWith With the "Internet plus" and the rapid rise of mobile terminal, rely on the rapid development of mobile platform retail, digital technology, network technology and other new media makes the marketing become diversified way based on. New media provide new ways and means for brand communication of enterprises, and bringnew opportunities and challenges to brand marketing. At present, the value of new media marketing has attracted wide attention from all walks of life. Some well-kno wn enterprises at home and abroad also use new media channels to launch marketing and get more positive feedback. With the rapid expansion of mobile mobile terminals and the rapid development of social networks such as WeChat and micro-blog, new media has brought more effective and more accurate information transmission channels for many brands. The clothing retailing industry keeps pace with the paceof entering the new era, and the new marketing mode should be born and perfected con tinuously. Due to the influence ofexternal environment and internal cost, many clothing brands have been constantly impacted in the new model. Although the multi platform promotes the rapid development of its retail direction, this situation can not solve the current dilemma, and the domestic research around the whole channel is oriented to the whole retail industry or a certain industry, The marketing opinion is more general and lack of pertinence. In the face of this predicament, the marketingmodel is used for reference, but there are still many problems and challenges in the development of its marketing mode. Therefore, this paper studies the marketing mode of the clothing brand of Ou Shi Li, hoping to provide reference for its future development.This paper adopts literature research method, comparative analysis method, case analysis method and other research methods. First of all, this paper briefly introduces the background of thestudy, thebackground of consumption and the background of the development of the Internet, and expounds the research background, significance and status of the research on the marketing model of clothing retail industry. Then, the current situation of the marketing mode of the internationally famous women's clothing brand in the garment industry is studied, and the promotion status of the buyer model, the SPA model, the O2O model and the full channel model is analyzed. Secondly, through comparative analysis and case analysis, we find out the deficiencies in marketing mode based on marketing concept, marketing channel and user experience. Finally, it puts forward the improvement plan according to the question of brand marketing mode.燕山大学本科生毕业设计（论文）Keywords: Clothing retailing; Ochirly; marketing model; Omni-channel marketing目录摘要 IAbstract III目录 I第1章绪论 11.1 课题背景及研究的目的和意义 11.1.1 研究背景 11.1.2 研究意义 21.2 国内外研究现状 31.3 研究方法 51.4 研究内容 5第2章相关概念与理论基础 72.1 营销模式的概念 72.2 营销模式的构成 72.3 营销模式的分类 72.3.1 买手模式 82.3.2 SPA模式 82.3.3 O2O模式 92.3.4 全渠道模式 102.4 本章小结 11第3章欧时力营销模式现状分析 123.1 欧时力服装品牌介绍 123.2 欧时力服装品牌营销模式现状 123.2.1 基于买手模式的现状 133.2.2 基于SPA模式的现状 133.2.4 基于全渠道模式的现状 163.3 本章小结 18第4章欧时力营销模式存在的问题 194.1 基于营销理念的问题 194.1.1 品牌定位不够准确 194.1.2 营销流程不够科学 194.2 基于营销渠道的问题 204.2.1 线上线下渠道不同利益分配 204.2.2线上线下业务结合度低 204.3 基于用户体验的问题 214.3.1零售的便利性欠佳 214.3.2与消费者的有效互动少 224.4 本章小结 22第5章欧时力营销模式改进措施 235.1 明确品牌定位，加强品牌风格 235.2 打破渠道壁垒，促进线上线下融合 245.3 优化交流互动，挖掘顾客需求 245.4 完善供应链体系，提高反应速度 255.5 充分利用科学技术，提升消费体验 265.6 本章小结 27结论 28参考文献 29致谢 30目录第1章绪论1.1 课题背景及研究的目的和意义1.1.1 研究背景（1）行业背景：国内外快时尚品牌的迅速发展，女装品牌公司上市热情高涨受竞争激烈、店面租金上升、劳动力成本提高、消费者偏好转移等因素的影响，快时尚服装市场近两年经历了较大波动，现已回暖。