摘 要随着社会经济的发展，消费者的需求、品味、购买能力都有一定程度上的增长，越来越多服装企业的出现使消费者应接不暇。近年来 Hennes & Mauritz AB这一家来自瑞典的快时装休闲公司，在中国市场混的是风生水起。而如何在众多外来服饰企业中脱颖而出，设计出受消费者欢迎的服饰，并且在市场的快速更新速度和同行激烈竞争中如何在中国市场站稳脚跟，拥有一席之地正是本论文要研究的问题及方向。本论文将通过 SWOT 分析法进行案例分析，调查分析 H&M 服装企业在消费者中的受欢迎程度作用以及对企业的经营的影响，从客观科学的角度来分析该企业的发展，并给出相关对策建议。关键词:H&M；中国市场；企业经营；品牌营销AbstractWith the development of social economy, the demand, taste and purchasing power of consumers have increased to a certain extent. More and more clothing enterprises appear to make consumers overwhelmed. In recent years Hennes & MAURITZ AB, a fast fashion and leisure company from Sweden, has made a big splash in China. And how to stand out among the numerous foreign clothing enterprises, design clothing that is popular with consumers, and how to gain a foothold in the Chinese market in the fast updating speed of the market and the fierce competition of the same trade, it is the problem and direction of this thesis to have a seat. This paper will use SWOT analysis to analyze the case, investigate and analyze the popularity of H & M clothing enterprises among consumers and the impact on the business operation, and analyze the development of the enterprises from an objective and scientific point of view and give advice.Key words:H&M; China Market; Enterprise Management; brand marketing目 录1 绪论 ............................................................. 1 1.1 研究背景 ........................................................ 1 1.2 研究的目的及意义 ................................................ 1 1.2.1 研究的目的...
