摘要：现今，中国只是一个制造大国，没有能够完全在国际产生影响的服装品牌。中国服装企业的品牌营销能力较弱，在短时间内不能赶上国际服装企业。ONLY品牌自1995诞生以来，凭借其独特的品牌营销策略，女装市场占有率直线上升。ONLY一直本着自己的品牌的风格，准确选定消费者市场，更为消费者提供优质的专业服务等营销策略来发展品牌，推广品牌。
本论文在阐述品牌营销理论的基础上，从品牌个性、品牌传播、品牌销售和品牌管理这四个方面对ONLY的品牌策略进行研究分析，找出ONLY品牌策略方面的优缺点且提出完善的意见。本文对ONLY品牌进行研究就是为了吸取其成功之处，能够对中国发展服装品牌起到借鉴作用。
关键词：ONLY品牌 品牌营销策略 品牌个性 品牌传播 品牌销售 品牌管理
Abstract:Nowadays, China is a large manufacturing country and has not the clothing brands that affect the international completely. During a short period of time, Chinese clothing enterprises can not catch up with the international clothing companies because of their the weak ability of brand marketing. ONLY was born in 1995. With its unique brand marketing strategies, the ONLY market share rises in the women share. ONLY selects accurately the consumer markets with own brand of style. It develops and promotes brand by some strategies such as providing professional and quality services.
On the basis of brand marketing theory , the thesis finds out the advantages and disadvantages of the ONLY brand strategies and proposes perfect suggestions. Brand marketing theory includes brand character, brand communication, brand sales, brand management. This article studies the ONLY Brand to absorb its success to development of China clothing brand play a reference.
Keywords: ONLY brand marketing strategy brand character brand communication brand sales brand management
通过对ONLY服装品牌的营销策略研究，要想在国际服装领域拥有一席之地，必须要从品牌策略这四大方面来做相应的准备。当然，在制定策略之前必须了解企业所面临的各个环节，包括企业外部环境和内部环境。企业只是单方面的做出策略来使顾客去接受是远远不够的。现在的消费者更注重产品的质量而并不因为价格而排斥高价产品，所以企业要想留住更多的消费者，焦点应该更多的放在消费者的身上，在消费者心中树立企业良好的形象，提高企业竞争能力。中国服装业更是应该吸取其精华，去自己的糟粕，以消费者为中心大力发展本土服装品牌。在不久的将来，希望中国具有影响国际的服装品牌，能够引领时尚潮流。
