摘要：近年来国人不断追求新鲜事物且希望走在潮流的最尖端，快时尚的理念应运而生,愈来愈多的的国外服装品牌开始不断进入中国市场想要占据一席之地,整个服装业的营销竞争也随之不断加剧。从目前很多国外服装品牌的经营情况来看,普遍都存在营销短板,在中国市场现有的服装品牌之间竞争不断加剧的情况下,如何发现企业营销现状中存在的短板,不断改善制定出更加完善的营销策略,已成为了服装品牌营销中不容忽视的重点。79103

本论文选择H&M品牌的营销策略为研究案例,并采用问卷调查的方式收集关于服装领域和消费者对H&M品牌的满意度，希望通过研究分析这一近几年在国内发展的较好的国外时装服装品牌的营销策略,能够较深入的发现当前国外服装品牌在中国市场遇到的营销问题,从而为国内服装品牌进一步完善营销策略提供有效的理论指导。

毕业论文关键词：H&M市场     服装      价格      产品

Marketing Strategy of H&M

Abstract: In recent years, the Chinese people continue to pursue new things and hope to walk in the forefront of the trend, the concept of fast fashion came into being, more and more foreign clothing brand began to enter China market want to occupy a place, the entire apparel industry marketing competition has been intensified。 From the current operation of many foreign clothing brands, there is a general marketing short board, in the Chinese market existing clothing brands between the increasing competition, how to find the current situation in the marketing of the short board, and constantly improve the development of a more perfect marketing strategy, has become a clothing brand marketing should not be overlooked。

This thesis chooses H&M brand marketing strategy as the research case, and adopts the questionnaire survey method to collect the satisfaction of the garment field and the consumer to the H&M brand, and hope that through the research and analysis of this recent years in the domestic development of better foreign fashion brand marketing strategy, can be more in-depth find the current foreign apparel brands in the Chinese market encountered marketing problems, so as to further improve the domestic apparel brand marketing strategy to provide effective theoretical guidance。

Key words: H&M     Marketing     clothing      price      product

目录

一、绪论 1

（一）研究背景和意义 1

1、调研背景 1

2、调研意义 1

（二）H&M公司的概况 1

（三）研究方法 2

1．文献查阅法 2

2。 问卷调查法 2

3 。信息分析法 2

二、H&M的品牌营销现状分析 3

（一）营销环境 3

（二）消费者分析 3

（三）竞争者分析——ZARA 4

（四） SWOT分析 4

三、H&M的品牌定位分析 7

（一）市场细分 7

（二）市场选择 7

（三）市场定位 8

四、H&M的品牌营销策略分析