摘要：近年来电子商务在网络购物方面的迅速发展，众多一线品牌都在网络上有了自己的店铺，在经营线下实体店的基础上扩展了网售业务，网络平台上的服装品牌不断增加，竞争的激烈程度也随之升温，电商的发展对于网络营销的运营水平和营销策划方面有着很高的要求。韩都衣舍品牌要在网络平台上持久经营，就要准确抓住市场需求，顺应市场走向，并运用好网络这一大众宣传的媒介。这一电商品牌能不能在互联网时代的大背景下存活，要靠产品竞争力，也要靠企业的销售策略，怎样能使自己的品牌更引人注目，怎样解决企业在网络营销方面存在的问题，以及怎样随市场变化及时调整策略，都是一个网络品牌需要时刻考虑的。62168

本文选取网络营销中最具代表性的品牌---韩都衣舍，作为研究案例，从该品牌的营销环境入手，分析市场细分和消费者心里，整合韩都衣舍的营销策略，包括产品、价格、渠道、促销等方面，并进一步针对该品牌的经营和发展中遇到的问题提出合理的改进意见。

毕业论文关键词：韩都衣舍   营销   服装   价格   网络   产品

Marketing Strategy of HSTYLE 

Abstract: In recent years, the rapid development of online shopping areas, many brands have had their shops on the Web, on the basis of the store operating under the line on net sales expanded business. Clothing brand network platform on the increasing level of competition also will heat up, the electricity supplier for the development of operational level planning and marketing aspects of the network marketing has a very high demand, a lasting brand to operate on the network platform, it is necessary accurately grasp the market demand, adapt to market trends, and the use of the public media network good publicity. HSTYLE electricity supplier can not in the context of the Internet age survival, depends on the competitiveness of products, but also rely on the company's sales strategy, how to make your brand more visible, how to solve the enterprise network marketing Problems and how changes in the market and timely adjust its strategy, it is a network brand needs time to consider.

This paper selects the most representative of the network marketing brand --- Korean homes have clothes, as a case study, starting from the brand marketing environment, analysis of market segmentation and consumer mind integration of HSTYL marketing strategies, including product, price, place, promotion, etc., and further rationalization proposals for the problem of the brand management and development encountered.

Key words: HSTYLE   Marketing   clothing   price   internet   product 

目录

一、绪 论 1

（一） 研究背景 1

（二） 研究意义 1

（三） 研究方法 1

1．文献研究法 1

2. 市场调查法 1

3 .信息研究法 2

二、韩都衣舍营销现状分析 3

（一） 韩都衣舍企业简介 3

（二） 营销环境 3

（三） 消费者分析 4

（四） 竞争者分析 4

1. ZARA 5

2.  H&M 5

（五） SWOT分析