摘要 伴随着经济增长放缓以及服装消费者消费观念与习惯的改变，传统服装企业经营惨淡； 但国外快时尚服装企业却依然保持良好增长势头，销售额不断增加，门店销售渠道也开始向 三四线城市扩展。快时尚服装是我国服装市场发展的重大趋势之一，其快速反应、平价、符 合消费者时尚需求的特点广受消费者青睐。SPA 是一种自有品牌零售经营模式，已经成为 ZARA、优衣库等全球领先的快时尚服装企业最主要的经营模式。目前，SPA 模式在我国还处 在起步阶段，探讨分析先进的经营模式对我国本土服装企业乃至整个服装行业的发展具有重 要意义。 本文首先界定了快时尚与 SPA 模式等概念、阐述了相关理论，分析了我国目前服装行业 的发展状况和本土服装企业在经营模式上所存在的问题；其次，以国外有代表性的 ZARA、 优衣库、H&M 三家成功的快时尚企业为例，对其企业市场定位、运营中所采用的主要策略 等方面进行了分析，对比国外快时尚服装企业与我国传统服装企业的经营模式区别，总结了 国外成功的快时尚服装企业对我国服装企业的启示。最后，选取 H 公司在进行快时尚 SPA 模式的应用，通过分析 H 公司现有营销策略和存在的问题，提出了针对于 H 公司在商品企 划、经营信息共享系统、供应商管理、企业组织架构以及销售渠道等方面的 SPA 模式优化发 展策略。 本文通过对 H 公司 SPA 模式本地化应用为创新点，通过分析其在应用 SPA 模式过程中所 取得的成绩和产生的问题，针对问题提出切实有效的解决办法，对国内服装企业应用 SPA 模式有一定参考作用。 关键词： SPA 模式 服装企业 快时尚 优化 IITABLE OF CONTENTS Abstract ..............................................................................................................................................I 摘要 ..................................................................................................................................................II TABLE OF CONTENTS .................................................................................................................III 目录 ................................................................................................................................................. V LIST OF TABLES....................................................................................................................... VIII 表目录 .............................................................................................................................................IX LIST OF FIGURES ........................................................................................................................X 图目录 .............................................................................................................................................XI Chapter I Introduction.......................................................................................................................1 1.1 Research Background ..........................................................................................................1 1.2 Research Significance and Objectives .................................................................................2 1.2.1 Research Significance ...............................................................................................2 1.2.2 Research Objectives .................................................................................................3 1.3 Research Method ................................................................................................................4 1.3.1 Literature Research ..................................................................................................4 1.3.2 Case Research...........................................................................................................4 1.3.3 The Method of Comparative Analysis ......................................................................4 Chapter II Literature Review ............................................................................................................5 2.1 The Overview of the Fast Fashion .......................................................................................5 2.1.1 The Definition of the Fast Fashion............................................................................5 2.1.2 The Characteristics of the Fast Fashion Companies .................................................5 2.2 The Overview of the SPA model ..........................................................................................6 2.2.1 The Definition of the SPA Model ..............................................................................6 2.2.2 Changes in the Clothing SPA Model .........................................................................7 2.2.3 Main Types of SPA Model.........................................................................................7 2.2.4 Characteristics of SPA Model....................................................................................8 2.3 The Research of SPA model .................................................................................................9 2.4 The Relevant Theory of STP Marketing Strategy ...............................................................11 2.4.1 Segmentation .........................................................................................................11 2.4.2 Targeting.................................................................................................................12 2.4.3 Positioning..............................................................................................................12 Chapter III The Situation of the H Company..................................................................................14 3.1 The Overview of the H Company.......................................................................................14 3.2 The Organizational Structure of the H Company...............................................................15 3.3 The STP Analysis of the Target Market of the H Company ................................................16 3.3.1 The Target Market Segmentation of the H Company.............................................16 3.3.2 The Target Market Selection of the H Company ....................................................18 3.3.3 Market Positioning of the H Company ...................................................................18 3.4 The Business Model Analysis of the H Company...............................................................19 3.5 Existing Problems ..............................................................................................................21 3.5.1 Business operation information fails to effectively interface with suppliers .........21 III3.5.2 Insufficient Product Planning Capability ................................................................22 3.5.3 The Lack of Retail Channel Management...............................................................24 3.5.4 Lack of Company Management..............................................................................25 3.5.5 Failure to Form an Interest Alliance with Suppliers ...............................................25 Chapter IV The Analysis of the H Company ..................................................................................27 4.1 The Analysis on Clothing Enterprises ................................................................................27 4.1.1 The Current Situation of Domestic Clothing Industry ............................................27 4.1.2 The Development Problems of Chinese Clothing Industry.....................................27 4.1.3 The Overview of Foreign Fast Fashion Enterprises.................................................28 4.1.4 The Analysis on SPA Model Adopted by Foreign Fast Fashion Enterprises ............30 4.1.5 The Comparison between SPA Model and Traditional Model................................33 4.2 The Need to Implement the SPA model............................................................................36 4.3 Implementation of SPA model feasibility analysis.............................................................37 4.3.1 Similar Market Positioning ....................................................