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1、AbstractMarketingstrategy,asmodernmarketingtheorydefines,isageneralideaandplanfortheenterpriseinordertoreachthesalestargetinacertainperiod.Theefficientimplementofmarketingstrategyhelpsenterprisetomakeclearofitssalesdirectionandsetuppropersalesplan.Marketingstrategyisoneofthebasicstrategiesforanyente
2、rprise,includingapparelenterprise.Withthedevelopmentofglobalizationontheeconomy,thewholeapparelfieldhasalreadychangedtheirtheoryfromproduce-guidetomarketingstrategy-guide.Therefore,manyfastfashionbrandscomesout.Asoneoftheoutstandingbrand,ZARAislistedontheWorldBestBrandpublishedbyInterbrandon2011.Thr
3、oughover25yearsdevelopment,ZARAisnotonlyaworld-widerecognizedbrand,butalsoastudyobjectforitsdevelopmentonfastfashionapparel.Asatrendleadingcompanyinthefuture,ZARAhasbeenabenchmarkinginthefastfashionclothingfield.WhatisthekeypointofZARA’ssuccessonthemarketingway?WhatcanbestudyandrefertofortheyoungChi
4、neseclothingbrandonmarketingstrategiesandoperatingstrategies?Accordingtothesequestions,thisessaywoulddiscussandstudybasedonsuchtheseissues.Throughinterviewmethod,observationalmethod,casestudymethod,etc.,onanalyzeZARAcompany,whichisasuccessfulcompanyusingseveralmarketingstrategyinfashionclothingmarke
5、t,wewouldanalyzeandconcludehowefficientmarketingstrategycanbeusedinthisfield,suchastheproductstrategy,pricestrategy,customermaintainingstrategy,differentiatingstrategy,etc..Meanwhile,thisessayisalsoanalyzedonZARA‘snewmarketingstrategy,4Cmarketingstrategy.Thepurposeoftheessayisbasedonhowtogetseverals
6、trategyonZARA’scaseforreaders.Meanwhile,thisessaymayalsobehelpfultotheChinesefashionclothingfieldasareference.KeyWords:FastFashion；Brandmarketing；marketingstrategy；apparelindustry；ZARAii目录摘要..........................................................................iAbstract...........................
7、..................................ii第一章绪论.......................................................................................................................11.1研究背景................................
