歐洲快時尚品牌Zara行銷策略之研究

本研究以歐洲快時尚品牌Zara做個案研究，探討其獨特的行銷策略、經營手法及成功的經營模式。本研究從分析後得到以下發現：其一、Zara消費者的趨同性促使商品在進入一個新的區域行銷時，幾乎不用做什麼特殊改變就可以銷售了。其二、Zara供應鏈的垂直整合與獨立的物流中心，讓商品在世界各地的門市能迅速上架、銷售。其三、Zara價格定位大都是顧客能容易入手。其四、Zara商品每款的貨量不多，如此能避免消費者撞衫以及降低庫存壓力。其五、門市是Zara打造品牌形象的最主要管道，每家店都開在黃金地段。

關鍵字

快時尚； STP理論；行銷策略4P

並列摘要

This research uses the European fast fashion brand Zara as a case study to explore its unique and successful business model. This study obtained the following findings from the analysis: First, the homogeneity of Zara consumers encourages products to be sold without any special changes when entering a new area for marketing. Second, the vertical integration of Zara's supply chain and the independent logistics center enable products to be quickly put on shelves and sold in stores around the world. Third, Zara's price positioning is mostly easy for customers to start. Fourth, the quantity of each Zara product is small, which can prevent consumers from wearing the same clothes as other people and reduce inventory pressure. Fifth, the store is an important channel for Zara's brand marketing, and each store is opened in a prime location.

並列關鍵字

fast fashion ； STP theory ； marketing strategy 4P

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