Analysis into Marketing Strategy of Hennes&Mauritz in China

摘要：

As a global fashion retail chain giant, Hennes&Mauritz began its marketing operation in China in 2007. Hennes&Mauritz has acquired pretty well marketing effect and shown its brilliant characteristics in China. The brand and products of Hennes&Mauritz have been highly concerned and recognized by Chinas consumers. This paper aims at analyzing the marketing situation of Hennes&Mauritz in China, and exploring its marketing strategy in China.

关键词： marketing strategy marketing situation Hennes&Mauritz consumption analysis

作者: Sun Guozhi

作者单位: School of Public Management Hohai University Nanjing, Jiangsu Province, China Jiangsu Eastern Coast and Yangtze River Area Development Institute Nantong University Nantong, Jiangsu Province, China

会议类型: 国际会议

会议名称: 2011 2nd IEEE International Conference on Emergency Management and Management Sciences(2011年第二届IEEE应急管理与管理科学国际会议 ICEMMS 2011)

会议地点: 北京

会议语种:英文

页码: 752-755

在线出版日期: 2011-08-08（万方平台首次上网日期，不代表论文的发表时间）