本科论文摘要在这个经济高速发展的时代，很多行业的发展已经渐渐地跟不上时代的发展，就连快时尚服装行业进入了一种低迷状态，发源于瑞典的H&M是快时尚行业的典型代表之一，并且其最近几年销售增额也呈现出整体放缓的趋势。因此本文以H&M为案例，主要在4p理论的基础下，研究H&M公司多款少量的产品策略、低价的价格策略、多广告和多折扣的促销策略、线上和线下的渠道策略，通过研究H&M的营销策略，发现其产品、价格、渠道以及促销策略中的不够完善以及不足之处，并且针对不足之处提出优化措施，希望能给相关服装企业以启示作用，尽快适应这个新时代，让快时尚行业能够蒸蒸日上。关键字：快时尚，H&M,营销策略本科论文AbstractIn this age of economy developing at top speed,the development of manyindustries has fallen behind step by step.Even the fast fashion industry has entered adownturn.H&M originated in sweden and is one of the quintessential representativesof the fast fashion industry.In recent years,its sales growth has also shown aslowdown in the overall growth rate.Therefore,this article takes H&M as an example,mainly based on the 4p theory,to study H&M's strategies for several small prducts,low prices,multiple advertisements,multiple discount promotions and channels,Bystudying H&M's marketing strategy,find out the shortcomings of its products,prices,channels and promotional strategies.This is the hope for relevant fast fashioncompanies toraise enough optimization measures and hope to give relevantsuggestions.Enlightenment of clothing companies ,as soon as possible to adapt to thisnew era,make the fast fashion industry regain its former glory.Key words:the fast fashion,H&M,marketing strategy本科论文目录前言1绪论1.1研究背景…1.2研究意义和目的1.2.1研究意义1.2.2研究目的1.3研究内容与方法1.4相关文献与相关理论.2H&M公司的总体介绍与环境分析.2.1H8M公司的总体介绍2.1.1H&M公司的背景概况2.1.2H8M公司市场细分与定位2.2H&M公司营销环境分析…2.2.1H&M公司的外部环境分析.2.2.2H&M公司的内部环境分析34p理论下营销策略分析3.1H8M产品策略分析…3.1.1产品组合策略3.1.2品牌策略.3.1.3产品定位策略…3.1.4产品生命周期策略.3.1.5新产品开发策略3.2H8M价格策略分析.3.2.1定价策略分析.…3.2.2成本策略分析3.3H&M渠道策略分析.…3.3.1线下门店策略.…3.3.2线上销售策略3.4.1广告策略.…3.4.2营销推广.…3.4.3人员推销…3.4.4公共关系4H&M公司营销策略中存在的问题4.1产品策略方面…4.1.1产品质量4.1.2产品过剩…4.2渠道策略方面…4.2.1线上销售滞后…4.2.2线下门店员工配置不合理，