市场营销-hm快消品中国市场营销策略研究论文材料资料.docx

HM快消品中国市场营销策略研究 【摘要】随着信息时代的飞速发展，时装业发生了重大变化。快时尚正作为一种现代趋势越来越流行，具有“快速，无情和准确”特征的快时尚正在迅速兴起，并引领着全球时尚的潮流。从市场竞争的角度来看，由于它可以提供多种以快速时尚模式运营的品牌，所以快消品服装更容易受到消费者的青睐，从而提高了消费者对时尚的选择性。另一方面，与慢时尚相比，快时尚更便宜。 本论文主要从国内服装品牌市场发展状况出发，研究了国内快消服饰品牌行业现状以及HM市场现状以及营销发展策略，以HM服饰消费者为研究对象，对其不同的顾客进行问卷调查与线下访谈，根据4P理论并采用SWOT分析法制定出一系列市场营销策略，本文提出的建议对国内其他服装品牌企业的发展，具有一定参考价值与意义。 【关键词】快消服装品牌市场；营销组合策略；4P理论；SWOT分析法 Research on the marketing strategy of H m fast fashion in China [Abstract] With the rapid development of the information age, the fashion industry has changed a lot. Fast fashion is becoming more and more popular as a modern trend. Fast fashion with the characteristics of fast, ruthless and accurate is rising rapidly and leading the global fashion trend. From the perspective of market competition, because it can provide a variety of brands operating in the fast fashion mode, FMCG clothing is more likely to be favored by consumers, thus improving the selectivity of consumers to fashion. On the other hand, fast fashion is cheaper than slow fashion. This paper mainly starts from the domestic clothing brand market development status, researches the domestic FMCG apparel brand industry status, H M market status and marketing development strategy, takes H M apparel consumers as the research object, and conducts questionnaire survey and offline survey on its different customers Interviews, based on 4P theory and using SWOT analysis to formulate a series of marketing strategies, the suggestions presented in this article have certain reference value and significance for the development of other domestic clothing brand enterprises. [Keywords] FMCG clothing brand market; Marketing mix strategy; 4P theory;SWOT analysis 目 录 TOC \o 1-2 \h \u 1 前言 1 1.1 研究背景 1 1.2 研究的目的和意义 1 1.3 研究内容和方法 2 2 概念及理论概述 4 2.1概念 4 2.1.1快消品概念 4 2.1.2 市场营销概念 4 2.2 理论概述 5 2.2.1 4p理论概述 5 2.2.2 SWOT分析方法 5 3 快消服装中国市场分析 6 3.1快消服装中国市场现状概述 6 3.2 HM国内市场SWOT分析 7 3.2.1企业自身能力 7 3.2.2企业不足之处 7 3.2.