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1、Name:吴欣怡郭逸菲戴逸梅盛琳洁王夏颖吴佳莹李森源WordCount:937（excludingreferences）AnalysisofZARA'sMarketingSuccessandReferencesforFMCGClothingIndustryinChina------Throughthe4PTheory1Introduction1.1BackgroundWiththerapidimprovementofthelivingstandard,Chinesepeoplearemuchmoreparticularaboutthedail
2、ydressthantheywereinthepast.However,Chineseclothingbrandscannotmeetpeople'sfast-changingdemandfordressing.Therefore,it’sreallyeasyforustorealizethelackingincompetitivenessofChineseclothingbrandsnotonlyinChina,butalsointheworld-range.Inspiteofthisfact,therearealsosomefamousi
3、nternationalfastfashionbrandsestablishasignificantpresenceinChina,suchasZARAandA&F.Insteadofbiddingahighprice,ZARAisaffordableforthemost.Besides,ZARAhasalotoffashionstylesfavoredbytheyoung,anditkeepsgoingonwithnewstyleseverymonth,whicharesoldallovertheworld.Asaresult,ourres
4、earchaimistofindoutthereferences,gettingfromZARA’ssuccessinChina,andapplythemtoChinesefast-fashionclothingmarket.1.2ResearchAimandResearchQuestions1.2.1ResearchAimTheresearchaimstoanalyzeZARA’swaytosuccesswhenclothingmarketareindepressionrecentyears,andtrytofindoutwhatcanCh
5、inalearnfromZARAforselfimprovement.1.2.2ResearchQuestionsBasedonresearchaim,theresearchquestionsarepresentedasfollows:(1).WhatdoesChinalearnfromZARA’ssuccessfulexperienceanditsprinciples?(2).WhatareZARA’smanagementandpromotionstrategiesthatcontributetotheirexcellentsuccessi
6、nsuchacompetitivemarket?(3).HowdoesZARAchoosetheirmarketlocation?(4).Whatabouttheirrelativemarketshare?(5).HowcanZARAproductsomuchnewclothingstylewithasmallcost?(6).What’sthemostimportantpartinZARA’sproductline?(7).DoesZARAspendalotonadvertising?2LiteratureReview2.1Previous
7、researchWehavealreadydoneresearchonZARA’slocation,customers,competitorsandreletivemarketshare,strategicmanagement,etc.2.2ResearchfindingsandunansweredquestionsWehavefoundoutthatZARA’sexclusiveshopsareusuallylocatedonthefirstflooroftheshoppingcenter,facingthefrontage.AndZARA
8、mainlydevelopsandmaintainstargetcustomersaged20-35.Onedeepfactoristhatthesepeopleh
