西班牙品牌ZARA对中国服装品牌营销战略的启示——以美特斯邦威品牌为例  

Inspiration of Spanish Brand ZARA on Chinese Clothing Brand Marketing Strategy——Take the Metersbonwe Brand as An Example

作　　者：刘晨 王楠 LIU Chen;WANG Nan(Nanjing Institute of Tourism and Hospitality,Nanjing,Jiangsu Province,211100 China)

机构地区：[1]南京旅游职业学院,江苏南京211100

出　　处：《科技资讯》2021年第8期227-229,共3页Science & Technology Information

摘　　要：经过业内人士的多年研究,ZARA被认为是一个极具参考价值的快时尚品牌。ZARA最著名的是它独具特色的民族时尚,是一种广大消费者"买得起的快速时尚"。但是当ZARA在"快速时尚"道路上碰到了美特斯邦威的"快速扩张+民族时尚",谁能在中国的服装市场乃至国际市场的竞争中拔得头筹,充满着巨大的变数。该文通过对ZARA和美特斯邦威各个方面的比较,探索出属于中国服装品牌的营销战略,以期为中国快时尚服装产品未来的加速提升和发展提供一些参考。After years of research,ZARA is considered as a fast fashion brand with great reference value.ZARA is most famous for its unique national fashion,which is a kind of "affordable fast fashion" for consumers.However,when ZARA meets Meteresbonwe’s "rapid expansion + national fashion" on the road of "fast fashion",who can take the lead in the competition of Chinese clothing market and even the international market is full of huge variables.Through the comparison of ZARA and Metersbonwe,this paper explores the marketing strategy of Chinese clothing brands,in order to provide some reference for the future promotion and development of Chinese fast fashion clothing products.

关 键 词：ZARA 营销战略 传统服装品牌 竞争 美特斯邦威 

分 类 号：F274[经济管理—企业管理]