-
Abstract With more foreign fast fashion clothing brands entering the Chinese market, the local clothing brands are facing unprecedented rush. HSTYLE (Group) was founded in 2006, which is operated by the Shandong HSTYLE Clothing Co. in a wholly owned business. It is the top Internet fast fashion brand in China. The outstanding performance of HSTYLE in the market cannot do without its unique marketing strategy. This paper analyzes the marketing strategies of HSTYLE deeply, using the STP analysis method to analyze the market segmentation and market positioning of HSTYLE, and exploring the use of 4P marketing theory in HSTYLE’s marketing strategy. Besides, through comparative and comprehensive analysis on the marketing tactics of HSTYLE and H&M, this paper has summed up the marketing characteristics and operation mode of fast fashion brand and has affirmed that the quick and accurate reaction ability of the market has become a measure of the clothing brand’s core competitiveness. On the basis of HSTYLE’s successful experience, this paper further uses HSTYLE as an example and discusses the enlightenment of its marketing strategies to other Chinese fast fashion brands and expects other Chinese fast fashion clothing brands can find a suitable development path according to their actual situations.31259
- 上一篇：中国小型线下P2P公司的投资风险研究
- 下一篇：伊利QQ星在儿童奶粉市场中的竞争策略五力模型
Key words: fast fashion clothing brand marketing strategy HSTYLE H&M
摘要随着国外众多快时尚服装品牌在中国的登陆，中国的本土服装品牌面临着前所未有的冲击。韩都衣舍（HSTYLE）集团创立于2006年，它是由山东韩都衣舍服饰有限公司全资经营的。韩都衣舍已经成为了中国顶尖的网络快时尚服装品牌。韩都衣舍在市场上的突出表现离不开其独特的营销策略。本文深入剖析了韩都衣舍的营销策略，采用了STP分析法对韩都衣舍的市场细分以及市场定位进行了深入分析，同时探究了4P营销理论在韩都衣舍营销策略中的运用与体现。与此同时，通过对 HSTYLE和H&M两大品牌营销特点的全面对比分析，得出了快时尚服装产业的营销特点和运营模式，肯定了快速准确的市场反应能力已经成为衡量服装品牌核心竞争力的一把标尺。在总结归纳了韩都衣舍营销成功经验的基础上，本文分析讨论了韩都衣舍营销策略的闪光点，对中国本土的其他快时尚服装品牌该如何向韩都衣舍学习与借鉴提出了相关建议，期望我国的其他快时尚服装品牌能够结合自己的实际情况，寻找到一条适合自己的发展道路。
毕业论文关键词: 快时尚服装品牌 营销策略 HSTYLE H&M
Contents
Abstract i
摘要 ii
Contents iii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Objectives and Research Significance 2
Chapter Two Literature Review 4
2.1 Foreign Research on Fast Fashion Brand Marketing Strategy 4
2.2 Domestic Research on Fast Fashion Brand Marketing Strategy 5
Chapter Three Methodology 7
3.1 Application of STP Analysis Method in HSTYLE 7
3.2 Application of 4P’s Theory in HSTYLE 8
Chapter Four Results and Discussion 11
4.1 Marketing Strategy Comparison between H&M and HSTYLE 11
4.2 Advantages of HSTYLE’s Marketing Strategy 13
4.3 Disadvantages of HSTYLE’s Marketing Strategy and Improvements 13
Chapter Five Conclusion 14
References 17
Research on Marketing Strategy of Fast fashion Clothing Brand——Illustrated by the Example of HSTYLE