摘要
营销策略是指企业在现代市场营销观念下，为实现其经营目标，对一定时期内企
业在市场营销发展的总体设想和规划。市场营销策略的有效执行能够让企业更好地明
确销售方向并围绕战略更好的制定销售计划，是任何企业赖以生存和发展的基本策略
之一，服饰企业当然也不例外。随着全球化经济浪潮的影响，纵观整个服饰行业已经
从生产型为主转变到了以营销策略为主的时代。许多快速时尚的品牌应运而生，
ZARA 就是其中最为突出的代表。在2011年 Interbrand 发布的全球最佳品牌榜上，
ZARA 榜上有名。通过短短二十多年的发展，ZARA 从一个小城市的成衣店起家，成
为了现在举世闻名的国际服饰品牌。不仅让 ZARA 这个品牌得到了世界认可，并且
使得由 ZARA 开创的快时尚服饰营销方式成为人们关注的对象。

作为一家引领未来趋势的公司，俨然成为时尚服饰业界的标杆。ZARA 在营销
策略上成功之道究竟在哪里？本文将针对 ZARA 的营销策略作出分析与探讨。与此
同时，反观中国服饰企业的品牌营销之路，我们似乎一直没有交出满意的答卷，在
品牌营销策略的实行中，我国的服饰企业的弊病在哪里？如果以 ZARA 的营销策略
作为标杆和榜样，它的品牌营销策略又有哪些可以为年轻的中国服饰品牌做借鉴和
参考？本文将针对其若干问题进行探讨和研究。

本文将通过访谈法，观察法等案例研究常用的方法对时尚产业中的时尚服饰市
场中营销策略实施比较成功的 ZARA 公司的分析来总结概括出该市场如何更加有效
的实施产品营销策略，如定价营销策略，产品营销策略等。同时，对于 ZARA 新型
营销策略即 4C 策略的实施也有一定的探讨和分析，希望借助丰富具体的案例和分析
让读者进一步了解到 ZARA 的多种营销策略，并希望通过 ZARA 在营销策略上成功
之道的剖析对我国的时尚服饰产业起到一定的借鉴和帮助作用。

关键词: 快速时尚；品牌营销；营销策略；服饰行业；ZARA
Marketing strategy ,as modern marketing theory defines, is a general idea and plan for
the enterprise in order to reach the sales target in a certain period. The efficient implement
of marketing strategy helps enterprise to make clear of its sales direction and set up
proper sales plan. Marketing strategy is one of the basic strategies for any enterprise,
including apparel enterprise. With the development of globalization on the economy , the
whole apparel field has already changed their theory from produce-guide to marketing
strategy -guide. Therefore, many fast fashion brands comes out. As one of the outstanding
brand, ZARA is listed on the World Best Brand published by Interbrand on 2011. Through
over 25 years development , ZARA is not only a world-wide recognized brand , but also a
study object for its development on fast fashion apparel.
As a trend leading company in the future, ZARA has been a benchmarking in the fast
fashion clothing field. What is the key point of ZARA’s success on the marketing way
What can be study and refer to for the young Chinese clothing brand on marketing
strategies and operating strategies According to these questions, this essay would discuss
and study based on such these issues.
Through interview method, observational method, case study method,etc.,on
analyze ZARA company, which is a successful company using several marketing strategy
in fashion clothing market, we would analyze and conclude how efficient marketing
strategy can be used in this field, such as the product strategy, price strategy, customer
maintaining strategy, differentiating strategy, etc.. Meanwhile, this essay is also analyzed
on ZARA ‘s new marketing strategy ,4C marketing strategy. The purpose of the essay is
based on how to get several strategy on ZARA’s case for readers .Meanwhile, this essay
may also be helpful to the Chinese fashion clothing field as a reference.
Key Words: Fast Fashion ； Brand marketing ； marketing strategy ； apparel
industry； ZARA