摘 要
本文通过对 ZARA 这个快时尚品牌在中国市场的营销策略问题进行了研究，
希望通过快时尚服装品牌 ZARA 营销策略分析、调查和问题探究，得出
ZARA 的营销策略的问题及针对问题的保障措施。通过对大量有关市场营
销方面的期刊和论文的研究，对目前服装行业的一些营销方式进行调查，
并作出分析、综合，得到一些行业规律信息，在前人研究成果的基础上，
通过对快时尚服装营销策略的研究分析，找出了 ZARA 公司在营销策略上
存在问题，并给出了针对问题的策略改进与保障措施。
关键词：ZARA；快时尚；中国市场；策略改进
摘要
Abstract
Through the research on the marketing strategy of the fast
fashion brand of ZARA in China market, this paper hopes to find
out the problems and solutions of the marketing strategy of
ZARA through the analysis, investigation and problems of the
ZARA marketing strategy of the fast fashion clothing brand.
Through the study of a large number of periodicals and papers
related to marketing, this paper investigates some marketing
modes in the garment industry, and makes analysis and
synthesis, and obtains some industry rules and information. On
the basis of the research results of the predecessors, through
the research and analysis of the strategy of fast fashion
clothing marketing, the ZARA company is found out. There are
problems in marketing strategy, and strategies and improvement
measures are put forward.}
