UNIQLO媒體行銷策略分析

Analysis of UNIQLO's Media Marketing Strategies

隨著網際網路應用的普及，新媒體如搜尋引擎、部落格、虛擬社群崛起，使時尚產業行銷方式產生改變。本文旨在分析UNIQLO如何利用新媒體，進行其快速時尚、平價奢華形象塑造。本文發現，UNIQLO在來台上市之初，就成功地利用臉書的有獎遊戲，將其上市資訊透過受眾的主動積極傳播，廣為人知；上市之後，仍然積極經營臉書和推特(Twitter)，傳達高尚但價格平實的印象，其推文頻率高於類似市場的其他品牌。此種新媒體行銷策略，有助於解釋UNIQLO在台銷售的成功。

Along with the prevalence of internet, new media forms including search engine, blogs and virtual communities have risen in importance and forced the marketing strategies of the fashion industry to change. This paper is aimed at analyzing the strategies of UNIQLO's marketing efforts through these new media channels. It is found that when UNIQLO first came to Taiwan, it successfully used a game with awards on the FACEBOOK to attract large numbers of viewers, many of whom actively posted the announcement to friends in the virtual community in order to win awards. After its stores were launched in Taiwan, UNIQLO continued using FACEBOOK as a channel to convey its brand image of 'inexpensive luxury'; the frequency of its posting articles exceeds those brands in the similar market. These new media marketing activities have contributed to the success of UNIQLO retail sales in Taiwan.