HM公司营销策略现状分析与对策.docVIP

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打进中国市场，定位不同档次的中国本土服装品牌都面临着巨大压力。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和跨界营销策略的制定和实施，一方面了解HM公司的快速营销策略和跨界营销策略是如何给其带来盈利，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HM公司营销策略现状，提出了HM公司改进和实施市场营销的对策。 关键词：HM 快时尚 营销策略 服装企业 China Branch Marketing Strategies of H M and Countermeasures - A Case Study of Chunxi Road Student:Zhoujialin Instuctor:Huangfangzheng Summary Abstract:In twentieth Century 80 of the late 1970s, the international well-known fashion brands influx Chinese market, fast fashion has become a trend, changing ideasand the pursuit of consumer brand of clothing. In recent years, the Swedish Hamp; M, Spains ZARA, Japan Uniqlo, America GAP famous fashion brandshave scored Chinese market positioning, different grades of China local clothing brands are facing great pressure. In Europe, almost every street has a Hamp; M stores, some statistics, 80% European womens window hung a piece of Hamp;M. In this paper, Hamp; M as the main line, focus on the study of Hamp; the formulation and implementation of M companys marketing strategy andmarketing strategy of rapid cross-border, hand to Hamp; Ms rapid marketing strategy and cross-border marketing strategy is how to bring profit, on the other hand, hoping for the road of development and change the Chinese garmentindustry in the future help. This paper introduces the basic theory of marketing,analyzes the current situation of Hamp; M company marketing strategy,proposed the Hamp; Countermeasure of M company to improve and implement marketing. Key words: HM fast fashion marketing strategy clothing enterprises 目 录 1引言 1 2 营销策略基本理论概述 2 2.1 营销策略的概念 2 2.2营销策略的内容 2 2.2.1 产品策略 2 2.2.2 价格策略 3 2.2.3 渠道策略 3 2.2.4促销策略 3 2.3 营销策略的地位及作用 4 3 HM公司营销策略现状分析 4 3.1 HM公司发展概述 4 3.1.1 HM公司和HM产品 4 3.1.2 HM品牌在中国市场的现状 5 3.2