摘 要20 世纪 80 年代后期开始，国际知名时装品牌大量涌入中国市场，快时尚成为一种趋势，消费者对服装品牌的观念和追求发生了一定的变化。近几年，瑞典的 HM、西班牙的 ZARA、日本的 UNIQLO、美国的 GAP 等著名的快时尚品牌纷纷进入中国市场，定位于不同档次的中国本土服装品牌都却难以转变传统的营销方式。在欧洲，几乎每一条商业街上都有 HM 的门店，有人统计，欧洲 80%女人的橱窗里都挂有一件 HM 的衣服。本文以 HM 为主线，重点研究 HM 公司的快速营销策略是如何给其带来盈利。根据 HM 现有的营销策略，分析秦皇岛 HM 服装公司在营销上存在的一些问题，并针对发现的问题提出合理化建议。另一方面希望能对我国服装行业在以后的发展和变革道路中有所帮助。本文阐述了市场营销的基本理论，分析了秦皇岛 HM 服装公司的营销策略现状，提出对秦皇岛 HM 服装公司改进和实施营销的对策。关键词：HM；快时尚；营销策略；服装企业AbstractThe late 1980 s, the international famous fashion brand poured into the Chinese market, fast fashion has become a trend, consumers of clothing brand concept and the pursuit of certain changes have taken place. In recent years, Sweden's HM, ZARA of Spain, Japan's UNIQLO, America's GAP and other famous fast fashion brands to enter the Chinese market in succession, locating in the different class of Chinese clothing brands are difficult to change the traditional marketing methods. In Europe, where almost every commercial street has an HM store, 80 percent of women have an HM dress in their Windows, according to one count. With HM as the main line, this paper focuses on how HM's rapid marketing strategy brings profits to it. According to the existing marketing strategies of HM, this paper analyzes some problems existing in the marketing of Qinhuangdao HM clothing company, and puts forward reasonable Suggestions for the problems found. On the other hand, I hope it can be helpful to the development and reform of China's...
