ZARA中国西北市场拓展战略研究

发布时间：2017-12-30 23:23

本文关键词：ZARA中国西北市场拓展战略研究　出处：《兰州交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：西班牙的时尚大鳄Inditex集团、来自美国的时尚品牌GAP、瑞典的HM、德国的平民品牌CA并称世界四大时装连锁机构。2013年度财报显示,Inditex集团已成为全球最大的服装零售商。作为西班牙Inditex集团的旗舰品牌,ZARA始创于1975年。虽说ZARA早在1988年就开始了它的海外扩张征程(首家海外专卖店开在葡萄牙),然而ZARA进入中国市场相对较晚:2004年ZARA进入中国香港;2006年正式进入中国大陆市场。最新数据显示:ZARA中国市场门店数已由2006年的7家发展成为2015年上半年的179家。从门店总数看,ZARA中国市场已发展成为仅次于西班牙本部的第二大市场。然而,截至到2015年6月,ZARA中国西北市场门店数仅为5家。西北地区由于受到政治、经济、文化、历史、自然等诸多因素的影响,城市化发展水平相对较低,城市发展的速度也相对较慢。虽然西北地区居民对于服装的消费档次落后于其他地区,但近年来,西北地区的经济飞速发展,当地居民在服装消费等方面也有了很大的提高。恩格尔系数是反映消费质量提高的重要指标,在西安等城市,该指标己经达到甚至是超过小康生活标准水平。该地区居民消费质量和消费领域都有了很大的突破。国外以ZARA为研究对象的案例很多,但专门针对中国市场的并不多见;国内分析ZARA的文献近年来虽越来越多,但大多局限于对其供应链的介绍或聚焦于其IT系统、营销策略、商业模式等方面的分析。本文第一章主要介绍国内外对ZARA的研究现状;第二章介绍其全球商业模式;第三章介绍了ZARA在海外及国内的扩张过程;第四章和第五章重点分析了“优势”、“劣势”、“机会”、“威胁”等四个角度的12个指标,并构造了SWOT矩阵。本文旨在运用SWOT分析法,对ZARA中国西北市场拓展战略进行针对性分析:论文首先介绍了ZARA全球商业模式,并回顾了ZARA在海外及国内的扩张过程;在此基础上,重点围绕“机会”(西北市场上快时尚的方兴未艾、“互联网+”时代下快时尚的精准营销)、“威胁”(与国内外同类品牌的竞争、西北市场服饰的“多民族”特性)、“优势”(供应链优势、可持续理念)、“劣势”(“质量门”的晕轮效应、电商人才的匮乏)等四个方面的8项指标,对ZARA中国(西北)市场进行了外部环境分析和内部条件分析。最终,通过构建SWOT矩阵,分析了三种备选战略,并得出结论:针对已进驻市场(陕西、银川、新疆),ZARA宜实施WO战略+ST战略;针对未进驻市场(甘肃、青海),ZARA有必要实施SO战略+ST战略。
[Abstract]:Spanish fashion giant Inditex group, American fashion brand GAP, Sweden HM, German civilian brand CA and said the world's four major fashion chain.2013 annual results, Inditex group has become the world's largest clothing retailer. As the Spanish Inditex group's flagship brand, ZARA was founded in 1975. Although the ZARA back in 1988 it began to expand overseas journey (its first overseas store opened in Portugal), however China ZARA to enter the market relatively late in 2004 ZARA entered China Hongkong; 2006 officially entered the mainland market Chinese. The latest data show: ZARA Chinese market stores number has grown from 7 in 2006 to become the first half of 2015 179. From the total number of stores, ZARA Chinese market has become the second largest market after the Spanish Ministry. However, as of June 2015, ZARA stores only the number of Chinese northwest market 5. The northwest due to political, economic, cultural, historical and natural factors such as the city of relatively low level of development, city development speed is relatively slow. Although the residents of the Northwest for the clothing consumption level lags behind other areas, but in recent years, Northwest China's rapid economic development, local residents in the aspects of clothing consumption has been greatly improved. The Engel coefficient is an important index to improve the quality of consumption, in Xi'an City, the index has reached even more than a well-off life level. The residents consumption quality and consumption have a great breakthrough. With ZARA as the object of study abroad a lot of cases, but specifically for the China market is rare; domestic analysis of the literature of ZARA although more and more in recent years, but mostly confined to the supply chain or focus on the introduction of IT system, Marketing strategy analysis of business model. In this paper, the first chapter mainly introduces the research status of ZARA at home and abroad; the second chapter introduces the global business model; the third chapter introduces the ZARA in domestic and overseas expansion process; the fourth chapter and the fifth chapter focuses on the analysis of the "advantage", "inferior", "opportunity". "The 12 indexes of four aspects of threat", and construct the SWOT matrix. This paper aims at the application of SWOT analysis method for the analysis of ZARA Chinese northwest market development strategy: this thesis first introduces the ZARA global business model, and a review of the overseas and domestic ZARA in the process of expansion; on this basis, the focus on "opportunity" (northwest market fast fashion just unfolding, "Internet plus" era of fast fashion marketing), the "threat" (and similar domestic and foreign brand competition, the Northwest market clothing "national characteristics)," Advantage (supply chain advantage, the concept of sustainable development, the "inferior") ("quality" of the halo effect, the lack of talent) 8 indicators in four aspects of ZARA, Chinese (northwest) market is analyzed the external environment and internal conditions analysis. Finally, by constructing SWOT matrix, analysis three an alternative strategy, and draws the conclusion: we have entered the market (Shaanxi, Yinchuan, Xinjiang), ZARA should implement the WO strategy +ST strategy; for not entering the market (Gansu, Qinghai), it is necessary to implement ZARA SO strategy +ST strategy.

【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F272

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