ZARA在中国市场的营销与后续转型趋势的研究  

Research on ZARA’s Marketing and Subsequent Transformation Trends in the Chinese Market

作　　者：吴子铭 WU Ziming(Pacific Economic Research Association,Shenzhen Federation of Social Science and Technology,518000,Shenzhen,Guangdong,China)

机构地区：[1]深圳市社科联太平洋经济研究会,广东深圳518000

出　　处：《特区经济》2025年第1期94-97,共4页Special Zone Economy

摘　　要：ZARA于1975年在西班牙由Amancio Ortega创立,隶属于世界上四大时尚零售巨头之一的Inditex集团,且占据了该集团超过60%的销售份额,是西班牙最大、世界第三大服装零售商,在全世界拥有上千家服装连锁店,其经营范围包括服装、配饰、鞋子、香水和家居用品。自2004年ZARA在中国香港开设了第一家门店以来,截至2023年,它已在中国60多个城市开设了183家门店,但截至2024年年中,ZARA在短短一两年之内已经关闭了超过80家门店,且这个数字还在不断增长。但令人意外的是,其所属集团Inditex的2023年财务报告显示,ZARA在短时间内快速关闭了大量的线下实体门店,并且是在持续4个月的商品涨价幅度高于10%的情况下,销售额却同比增长了10%。本文将通过分析ZARA长久以来的目标市场、品牌定位、品牌形象和品牌营销策略,再通过与ZARA在欧洲的一大重要市场英国进行对比,利用多种模型来比较中英两国在文化价值观,研究ZARA在这两个不同的国家市场是如何针对性地制定不同的营销计划,并且是如何根据市场实情和品牌定位的塑造进行全新的定位和转型的。ZARA was founded in Spain in 1975 by Amancio Ortega,belonging to the Inditex Group,one of the world's four major fashion retail giants,and occupies more than 60%of the group's sales share,is the larg⁃est clothing retailer in Spain,the world's third largest,with thousands of clothing chains around the world.Its business scope includes clothing,accessories,shoes,fragrances and household goods.Since ZARA opened its first store in Hong Kong,China,in 2004,it has opened 183 stores in more than 60 cities in China by 2023,but as of mid-2024,ZARA has closed more than 80 stores in just one or two years,and the number is growing.However,it is surprising that in the 2023 financial report of Inditex,ZARA has closed such a large number of offline physical stores in a short period of time,and in the case of a continuous 4 months of com⁃modity price increases of more than 10%,sales have increased by 10%.This paper will analyze ZARA's longterm target market,brand positioning,brand image and brand marketing strategy,and then compare the cul⁃tural values of China and the UK,an important market of ZARA in Europe,by using a variety of models,and study how ZARA makes different targeted marketing plans in these two countries.And how to make a new posi⁃tioning and transformation according to the market reality and brand positioning.

关 键 词：品牌营销定位 快时尚品牌 转型趋势 

分 类 号：F272.3[经济管理—企业管理]