本文選題：快速時(shí)尚　切入點(diǎn)：品牌營(yíng)銷(xiāo)　出處：《上海外國(guó)語(yǔ)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：營(yíng)銷(xiāo)策略是指企業(yè)在現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)觀念下，為實(shí)現(xiàn)其經(jīng)營(yíng)目標(biāo)，對(duì)一定時(shí)期內(nèi)企業(yè)在市場(chǎng)營(yíng)銷(xiāo)發(fā)展的總體設(shè)想和規(guī)劃。市場(chǎng)營(yíng)銷(xiāo)策略的有效執(zhí)行能夠讓企業(yè)更好地明確銷(xiāo)售方向并圍繞戰(zhàn)略更好的制定銷(xiāo)售計(jì)劃，是任何企業(yè)賴(lài)以生存和發(fā)展的基本策略之一，服飾企業(yè)當(dāng)然也不例外。隨著全球化經(jīng)濟(jì)浪潮的影響，縱觀整個(gè)服飾行業(yè)已經(jīng)從生產(chǎn)型為主轉(zhuǎn)變到了以營(yíng)銷(xiāo)策略為主的時(shí)代。許多快速時(shí)尚的品牌應(yīng)運(yùn)而生，ZARA就是其中最為突出的代表。在2011年Interbrand發(fā)布的全球最佳品牌榜上，ZARA榜上有名。通過(guò)短短二十多年的發(fā)展，，ZARA從一個(gè)小城市的成衣店起家，成為了現(xiàn)在舉世聞名的國(guó)際服飾品牌。不僅讓ZARA這個(gè)品牌得到了世界認(rèn)可，并且使得由ZARA開(kāi)創(chuàng)的快時(shí)尚服飾營(yíng)銷(xiāo)方式成為人們關(guān)注的對(duì)象。 作為一家引領(lǐng)未來(lái)趨勢(shì)的公司，儼然成為時(shí)尚服飾業(yè)界的標(biāo)桿。ZARA在營(yíng)銷(xiāo)策略上成功之道究竟在哪里？本文將針對(duì)ZARA的營(yíng)銷(xiāo)策略作出分析與探討。與此同時(shí)，反觀中國(guó)服飾企業(yè)的品牌營(yíng)銷(xiāo)之路，我們似乎一直沒(méi)有交出滿(mǎn)意的答卷，在品牌營(yíng)銷(xiāo)策略的實(shí)行中，我國(guó)的服飾企業(yè)的弊病在哪里？如果以ZARA的營(yíng)銷(xiāo)策略作為標(biāo)桿和榜樣，它的品牌營(yíng)銷(xiāo)策略又有哪些可以為年輕的中國(guó)服飾品牌做借鑒和參考？本文將針對(duì)其若干問(wèn)題進(jìn)行探討和研究。 本文將通過(guò)訪談法，觀察法等案例研究常用的方法對(duì)時(shí)尚產(chǎn)業(yè)中的時(shí)尚服飾市場(chǎng)中營(yíng)銷(xiāo)策略實(shí)施比較成功的ZARA公司的分析來(lái)總結(jié)概括出該市場(chǎng)如何更加有效的實(shí)施產(chǎn)品營(yíng)銷(xiāo)策略，如定價(jià)營(yíng)銷(xiāo)策略，產(chǎn)品營(yíng)銷(xiāo)策略等。同時(shí)，對(duì)于ZARA新型營(yíng)銷(xiāo)策略即4C策略的實(shí)施也有一定的探討和分析，希望借助豐富具體的案例和分析讓讀者進(jìn)一步了解到ZARA的多種營(yíng)銷(xiāo)策略，并希望通過(guò)ZARA在營(yíng)銷(xiāo)策略上成功之道的剖析對(duì)我國(guó)的時(shí)尚服飾產(chǎn)業(yè)起到一定的借鑒和幫助作用。
[Abstract]:Marketing strategy refers to the enterprise in the modern marketing concept, in order to achieve its business objectives, For a certain period of time in the overall vision and planning for the development of marketing. Effective implementation of marketing strategies can enable enterprises to better define the direction of sales and better formulation of sales plans around the strategy, Is one of the basic strategies for any enterprise to survive and develop, and of course clothing enterprises are no exception. With the impact of the globalization economic tide, Throughout the clothing industry has changed from a production-oriented to a market-based era. Many fast fashion brands came into being Zara is one of the most prominent. In 2011, Interbrand released the best brand in the world. Zara is on the list. Zara started from a clothing store in a small city after more than 20 years of development. Has become the world famous international clothing brand. Not only makes ZARA this brand to get the world recognition, but also makes the fast fashion clothing marketing way initiated by ZARA become the object that people pay close attention to. As a company leading the trend of the future, has become the fashion apparel industry benchmark. Zara in the marketing strategy in the success of where exactly? This article will make the analysis and the discussion to the ZARA marketing strategy. At the same time, looking at the brand marketing road of the Chinese clothing enterprises, we seem to have not handed over the satisfactory answer paper, in the implementation of the brand marketing strategy, Where is the shortcoming of our country's clothing enterprise? If ZARA's marketing strategy is taken as a benchmark and an example, what is its brand marketing strategy that can be used for reference and reference for young Chinese clothing brands? In this paper, some problems are discussed and studied. This article will be conducted through interviews, The common methods of case study, such as observation method, are used to analyze the successful marketing strategy of ZARA company in fashion clothing market in fashion industry to summarize how to implement the product marketing strategy more effectively, such as pricing marketing strategy in this market. At the same time, the implementation of ZARA new marketing strategy, namely 4C strategy, is also discussed and analyzed to a certain extent. It is hoped that readers can further understand the various marketing strategies of ZARA with the help of rich concrete cases and analysis. Through the analysis of ZARA's successful marketing strategy, it is hoped that it can be used for reference and help the fashion clothing industry in our country.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F416.86

【共引文獻(xiàn)】

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相關(guān)博士學(xué)位論文 前1條

1 郭Y蹙

本文編號(hào)：1596218