摘 要随着经济全球化的到来，快时尚品牌像雨后春笋般在中国成长起来，如今快时尚已经成为一种趋势，H&M 则是快时尚界当之无愧的代表之一。短短几十年，从一个小小成衣店发展成为现在的国际服装品牌，H&M 不仅得到世界认可，还成为快时尚服装界的标杆。H&M 在市场上的突出表现离不开其独特的快速反应战略，因此，本文将从营销策略的角度去探讨 H&M 的成功之道。本文以 H&M 为例，首先对其在中国市场的经营状况进行分析，接着利用 4P 营销组合策略来解释 H&M 是如何实施快速反应战略的，进而得出其成功因素。但是有利必有弊，没有一个产业是完美的，藏在 H&M 快速反应战略背后的问题应当被发现，并应通过相应的措施去解决这些问题。关键词：快速反应战略，H&M，快时尚，服装行业本科论文AbstractWith the advent of economic globalization, fast fashion brands have sprung up in China like mushrooms. Now fast fashion has become a trend, and H&M is one of the well-deserved representatives of the fast fashion industry. In just a few decades, from a small ready-to-wear store to the current international clothing brand, H&M has not only been recognized by the world, it has also become a benchmark in the fast fashion clothing industry. H&M's outstanding performance in the market is inseparable from its unique rapid response strategy. Therefore, this article will explore the success of H&M from the perspective of marketing strategies. This article takes H&M as an example, first analyzes its operating conditions in the Chinese market, and then uses the 4P marketing mix strategy to explain how H&M implements a rapid response strategy, and then derives its success factors. However, there are advantages and disadvantages. No industry is perfect. The problems hidden behind H&M's rapid response strategy should be discovered, and corresponding measures should be adopted to solve these problems.Key words: Rapid response strategy，H&M，Fast fashion，Appar...
