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摘要：时尚界以“快、准、狠”为主要特征的快时尚正迅速兴起，带动全球的时尚潮流。近年来，依附于独特而有效的营销策略，国际快时尚服装品牌发展迅猛，取得了相当可观的成绩，并在全球范围内迅速扩张，可以说快时尚品牌已经成为服装行业中一个很有价值的部分，受到了全球的瞩目。开展快时尚服装业务也成为了企业可以迅速扩张，缔造良好业绩的理想选择。随着中国经济的发展，居民收入水平和消费水平的提高，我国已渐渐成为全球服装零售市场的重心。然而作为全球最大的服装生产国，却十分缺少具有国际知名度的服装品牌，加上服装设计仍停留在传统管理的模式，成本高，周期长，创新能力弱，致使中国服装业的整体水平仍处于低谷，企业竞争力急待加强。所以由于以上原因，选择了两个在全球范围内获得巨大成功的快时尚服装品牌进行研究，对这两个品牌各具特色的营销策略进行剖析和对比，并对我国有意愿从事快时尚服装品牌的企业提供一些建议。23977
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毕业论文关键词： 快时尚；营销策略；H&M；优衣库
The analysis of Fast fashion’s marketing strategy and reference of our garment industry
Abstract："Fast, accurate, malicious" as the main characteristics of fast fashion is grew rapidly and drive the global fashion trends. In recent years, depending on their unique marketing strategy, fast fashion business developed rapidly all over the world. It has made considerable achievements, and on a global expansion. Obviously, the business of fast fashion has become one of the valuable fields of the whole clothing industry. Take a part in the business of fast fashion also became an ideal choice of the clothing companies to developing fast and make good sales performance. Along with the rapid development of economy, residents’ income and consumption level has increased; our country has gradually become the center of gravity of the global clothing retail market. As the world's largest producer of clothing, however, is lack of clothing brand with high added value, and structure of chain management is still in the traditional design mode, cycle is long, high cost, innovation ability is weak and so many reasons, lead to the overall level of China's garment industry in the trough, apparel industry urgently needs to improve enterprise competitiveness. Due to the reasons above, I selected two hugely successful fast fashion brand in the world, by analyzed and compared the two brands of distinctive marketing strategy, to provide some suggestions for the Chinese clothing companies which is willing to be engaged in fast fashion market.
Key Words：Fast Fashion；Marketing strategy；H&M,；Uniqlo
目 录
一、序言•1
（一）研究背景1
1、快时尚服装品牌的发展现状••1
2、我国服装行业的现状••2
（二）研究目的与意义3
二、快时尚研究综述4
（一）快时尚的概念••4
（二）快时尚的起源••4
（三）快时尚营销的特点•4
三、H&M营销策略分析••6
（一）H&M简介••6
（二）H&M在中国的发展状况••6
（三）H&M的营销策略••8 1、目标市场的选择8
2、产品策略8
3、价格策略9
4、渠道策略••10
5、促销策略••10
（四）H&M营销情况总结••11
四、优衣库的营销策略分析••12
（一）优衣库简介12
（二）优衣库的经营模式13
1、优衣库的错位竞争模式••13
2、优衣库的“混搭”策略 13
（三）优衣库的营销策略14