北京理工大学珠海学院 2020 年本科生毕业论文ZARA 营销策略研究 PAGE \* MERGEFORMAT 6北京理工大学珠海学院 2020 年本科生毕业论文ZARA 营销策略研究摘要在信息驱动和日益全球化的经济中，社会各阶层都高度重视营销策略的使用。朗咸平—知名经济学家提出：未来要想在服装行业获得成功，就必须学习 ZARA 发展服装零售业的模式。之所以 ZARA 会取得成功，是因为他找到了适合自己的销售模式和经营模式。我国的服装企业是国家出口创汇的中流砥柱，以物美价廉在世界上著称，然而要想在营销策略上获得突破，依旧是一个难以破解的问题。本文就以西班牙 ZARA 企业为例，分析研究其营销策略的成功经验，并对 ZARA 在营销策略上存在的问题提出意见和建议，由此为我国服装企业提供可借鉴的经验，以实现我国服装行业的高质发展。关键字：服饰行业；营销策略；ZARA PAGE \* MERGEFORMAT 6北京理工大学珠海学院 2020 年本科生毕业论文Zara marketing strategy researchAbstractIn the information-driven and increasingly global economy, all social strata attach great importance to the use of marketing strategies. Lang xianping, a leading economist, argues that to succeed in the clothing industry in the future, we must learn from ZARA's model of developing clothing retailing. ZARA is successful because it has found its own sales model and business model. China's garment enterprises are the mainstay of the country's export earnings, known in the world for their high quality and low price. This paper takes ZARA in Spain as an example, analyzes and studies its successful experience in marketing strategy, and puts forward Suggestions and Suggestions on the problems existing in ZARA's marketing strategy, so as to provide reference experience for clothing enterprises in China, so as to realize the high-quality development of the clothing industry in China. Key words: clothing industry; Marketing strategy; ZARA PAGE \* MERGEFORMAT 6北京理工大学珠海学院 2020 年本科生毕业论文目录一、引言....
