快时尚品牌ZARA的营销策略分析摘要快时尚品牌随着ZARA等品牌的流行逐渐地进入人们的视线，这一类快时尚品牌的出现，给中国的原有服装产业造成了冲击，这不禁引起我们的思考，通过对这类快时尚品牌的社会背景、公关宣传手段以及营销策略等方面的分析，能给我们本土服装企业提供借鉴和思考。本文将以西班牙快时尚品牌ZARA为例，对其品牌的营销策略进行分析研究。【关键词】快时尚营销策略AbstractFastfashionbrandssuchasZARAbrandpopulargraduallyintothelineofsightofpeople,theemergenceofthiskindoffastfashionbrand,causedashocktotheoriginalgarmentindustryinChina,itcauseourthinking,throughthesocialbackgroundofthiskindoffastfashionbrand,publicrelations,propagandaandtheanalysisofthemarketingstrategyandsoon,cangiveusalocalclothingenterprisestoprovidereferenceandthinking.ThisarticlewilltakethefastfashionbrandZARAofSpainasanexample,toanalyzeitsbrandmarketingstrategyresearch.[Keywords]Fastfashionbrands;Marketingstrategy目录一、前言.............................................................................................................................................5二、相关概念及理论基础.................................................................................................................6（一）快时尚.........................................................................................................................................6（二）营销策略.....................................................................................................................................7（三）营销策略的决策原则.................................................................................................................7（四）国际产品标准化与差异化决策.................................................................................................8三、ZARA的总体营销策略分析........................................................................................................9（二）与时尚同步的产品设计...........................................................................................................10（三）模仿大牌的全新营销理念.......................................................................................................11（四）顺畅的物流供应链...................................................................................................................14（五）依靠店铺心口相传的宣传策略...............................................................................................14（六）加强成本控制策略...................................................................................................................15（七）及时的反馈...............................................................................................................................16四、ZARA的营销策略对我国服饰企业的启示...............................................................................17结论...................................................................................................................................................22参考文献...........................................................................................................................................23致谢...................................................................................................................................................24一、前言ZARA，时尚界的新宠，西班牙排名第一的inditex集团旗下的...
