西班牙品牌ZARA的营销策略分析和给中国企业的借鉴

发布时间：2018-03-11 02:32

本文选题：快速时尚　切入点：品牌营销　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：营销策略是指企业在现代市场营销观念下，为实现其经营目标，对一定时期内企业在市场营销发展的总体设想和规划。市场营销策略的有效执行能够让企业更好地明确销售方向并围绕战略更好的制定销售计划，是任何企业赖以生存和发展的基本策略之一，服饰企业当然也不例外。随着全球化经济浪潮的影响，纵观整个服饰行业已经从生产型为主转变到了以营销策略为主的时代。许多快速时尚的品牌应运而生，ZARA就是其中最为突出的代表。在2011年Interbrand发布的全球最佳品牌榜上，ZARA榜上有名。通过短短二十多年的发展，，ZARA从一个小城市的成衣店起家，成为了现在举世闻名的国际服饰品牌。不仅让ZARA这个品牌得到了世界认可，并且使得由ZARA开创的快时尚服饰营销方式成为人们关注的对象。作为一家引领未来趋势的公司，俨然成为时尚服饰业界的标杆。ZARA在营销策略上成功之道究竟在哪里？本文将针对ZARA的营销策略作出分析与探讨。与此同时，反观中国服饰企业的品牌营销之路，我们似乎一直没有交出满意的答卷，在品牌营销策略的实行中，我国的服饰企业的弊病在哪里？如果以ZARA的营销策略作为标杆和榜样，它的品牌营销策略又有哪些可以为年轻的中国服饰品牌做借鉴和参考？本文将针对其若干问题进行探讨和研究。本文将通过访谈法，观察法等案例研究常用的方法对时尚产业中的时尚服饰市场中营销策略实施比较成功的ZARA公司的分析来总结概括出该市场如何更加有效的实施产品营销策略，如定价营销策略，产品营销策略等。同时，对于ZARA新型营销策略即4C策略的实施也有一定的探讨和分析，希望借助丰富具体的案例和分析让读者进一步了解到ZARA的多种营销策略，并希望通过ZARA在营销策略上成功之道的剖析对我国的时尚服饰产业起到一定的借鉴和帮助作用。
[Abstract]:Marketing strategy refers to the enterprise in the modern marketing concept, in order to achieve its business objectives, For a certain period of time in the overall vision and planning for the development of marketing. Effective implementation of marketing strategies can enable enterprises to better define the direction of sales and better formulation of sales plans around the strategy, Is one of the basic strategies for any enterprise to survive and develop, and of course clothing enterprises are no exception. With the impact of the globalization economic tide, Throughout the clothing industry has changed from a production-oriented to a market-based era. Many fast fashion brands came into being Zara is one of the most prominent. In 2011, Interbrand released the best brand in the world. Zara is on the list. Zara started from a clothing store in a small city after more than 20 years of development. Has become the world famous international clothing brand. Not only makes ZARA this brand to get the world recognition, but also makes the fast fashion clothing marketing way initiated by ZARA become the object that people pay close attention to. As a company leading the trend of the future, has become the fashion apparel industry benchmark. Zara in the marketing strategy in the success of where exactly? This article will make the analysis and the discussion to the ZARA marketing strategy. At the same time, looking at the brand marketing road of the Chinese clothing enterprises, we seem to have not handed over the satisfactory answer paper, in the implementation of the brand marketing strategy, Where is the shortcoming of our country's clothing enterprise? If ZARA's marketing strategy is taken as a benchmark and an example, what is its brand marketing strategy that can be used for reference and reference for young Chinese clothing brands? In this paper, some problems are discussed and studied. This article will be conducted through interviews, The common methods of case study, such as observation method, are used to analyze the successful marketing strategy of ZARA company in fashion clothing market in fashion industry to summarize how to implement the product marketing strategy more effectively, such as pricing marketing strategy in this market. At the same time, the implementation of ZARA new marketing strategy, namely 4C strategy, is also discussed and analyzed to a certain extent. It is hoped that readers can further understand the various marketing strategies of ZARA with the help of rich concrete cases and analysis. Through the analysis of ZARA's successful marketing strategy, it is hoped that it can be used for reference and help the fashion clothing industry in our country.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.86

【共引文献】