“快时尚”品牌ZARA的营销策略分析  

The Analysis on Marketing Strategy of Fast Fashion Brands ZARA

作　　者：刘元春[1] 孙静冉[1] 

机构地区：[1]吉林化工学院经济管理学院,吉林吉林132022

出　　处：《吉林化工学院学报》2016年第12期5-7,共3页Journal of Jilin Institute of Chemical Technology

摘　　要：应用4P理论以ZARA为例对"快时尚"服装品牌的市场营销策略进行了分析,总结概括出款多量少、时尚度高的产品风格,定价精准、符合实际的产品定位,供应链物流一体化的高效反应系统,黄金地段选址、精美陈列提升品牌形象的营销策略,并对国内服装企业如何借鉴这些成功的营销策略提出了建议。This paper analyzes ZARA＇s fast fashion marketing strategy with 4P method and gets its essence ： little quantity but many types, accurate pricing but realistic product positioning, highly reactive systems of integration supply chain logistics, the marketing strategy of prime location and beautiful display enhance the brand image.This paper gets several strategy on ZARA＇s case and also draws lessons for domestic clothing brand.

关 键 词：“快时尚” 营销策略 服装行业 ZARA 

分 类 号：F274[经济管理—企业管理]