中文摘要：自2002年来，许多国际快时尚品牌涌入了中国服装市场。这些快时尚品牌以独特的营销策略给消费者带来全新的体验，从而让国内本土服装品牌处于不利的位置。作为一个成功的快时尚品牌，H&M在中国拥有数量众多的零售门店。这些年，通过在中国市场的迅速扩张，H&M赚取了颇为可观的经济利润，而这一切都离不开它成功的营销策略。因此，本文将以H&M作为研究对象，分析其在华的营销策略及其中的制胜因素。希望可以给国内服装品牌予启示，建立利于自身长远发展的营销策略。
关键词：H&M；快时尚；营销策略
Abstract:Since 2002, many international fast fashion brands have flooded into Chinese clothing market. These fast fashion clothing brands take a unique marketing strategy and bring a different experience to our customers which makes our home clothing brands be in a disadvantageous position. As an successful fast fashion clothing brand, H&M owns a large number of retail shops in China. In these years, H&M has earned considerable economic benefits by rapid expansion into China, and it depends on the unique marketing strategy. Therefore, this article will take H&M as an example to analyze its marketing strategy in China and explore the successful factors of its marketing strategy. I wish domestic clothing brands can gain enlightenment from this paper, so as to establish the suitable enterprise's marketing strategies to develop themselves in the long run.
Key words: H&M; fast fashion; marketing strategy
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