快时尚服装品牌—H&M公司营销策略研究论文

本科论文摘 要在这个经济高速发展的时代，很多行业的发展已经渐渐地跟不上时代的发展，就连快时尚服装行业进入了一种低迷状态，发源于瑞典的 H&M 是快时尚行业的典型代表之一，并且其最近几年销售增额也呈现出整体放缓的趋势。因此本文以 H&M 为案例，主要在 4p 理论的基础下，研究 H&M 公司多款少量的产品策略、低价的价格策略、多广告和多折扣的促销策略、线上和线下的渠道策略，通过研究 H&M 的营销策略，发现其产品、价格、渠道以及促销策略中的不够完善以及不足之处，并且针对不足之处提出优化措施，希望能给相关服装企业以启示作用，尽快适应这个新时代，让快时尚行业能够蒸蒸日上。关键字：快时尚，H&M，营销策略本科论文AbstractIn this age of economy developing at top speed, the development of many industries has fallen behind step by step. Even the fast fashion industry has entered a downturn. H&M originated in sweden and is one of the quintessential representatives of the fast fashion industry. In recent years,its sales growth has also shown a slowdown in the overall growth rate. Therefore, this article takes H&M as an example, mainly based on the 4p theory, to study H&M’s strategies for several small prducts, low prices, multiple advertisements, multiple discount promotions and channels, By studying H&M’s marketing strategy, find out the shortcomings of its products,prices, channels and promotional strategies. This is the hope for relevant fast fashion companies toraise enough optimization measures and hope to give relevant suggestions. Enlightenment of clothing companies ,as soon as possible to adapt to this new era, make the fast fashion industry regain its former glory. Key words:the fast fashion,H&M,marketing strategy本科论文目 录前 言................................................................................................................................................11 绪论......................................................