ZARA国际快消行业的发展对我国本土企业的启示.docVIP

ZARA国际快消行业的发展对我国本土企业的启示 摘要：近年来，国际快消行业迅速发展，并逐渐风靡全球。其中，来自西班牙的国际知名品牌ZARA在服装行业掀起快消狂潮，开创了ldquo;快时尚rdquo;的发展模式。通过对我国服装企业发展现状的分析，指出我国服装企业的产品品牌意识薄弱、款式设计不足、产业链缺乏有效整合、生产优势逐步丧失、企业粗放式增长、产品积压严重等问题。通过对ZARA的品牌定位、产品开发、协作生产、快速物流、营销策略等方面的成功经验总结，结合我国服装企业的实际情况，从注重品牌、增强设计、提高产能、整合物流、同步提升实体店和网店销售能力等几个方面对我国服装企业的发展提出建议，以促进我国服装企业更好更快发展。关键词：ZARA； 快消行业；服装企业；成功经验7327 The Enlightenment of The Development of International FMCG Industry for Our Native Enterprises -----Taking ZARA as An Example Abstract：In recent years, the international FMCG industry has developed rapidly and gradually swept the globe. Among them, the Spanish well-known international brand ZARA had set off a frenzy of FMCG in the clothing industry and created the development mode of quot;fast fashionquot;. Through the analysis of current situation of the development of China#39;s garment enterprises, we could find out that the China#39;s product brand awareness of clothing enterprises is weak, the clothing is lack of the sense of design，the industry chain needs effective integration, enterprises are gradually losing advantages and experiencing extensive growth and the problem of product backlog is serious. Through the summary of the successful experience of the ZARArsquo;s brand orientation, product development, collaborative production, fast logistics, marketing strategy and so on , combining it with the actual situation in our country, from the aspects of paying more attention on brand, enhancing design, increasing production capacity, integrating logistics, synchronously improving physical stores and online sales ability and so on, we could put forward some suggestions about the development of China#39;s garment enterprises , thus promote our country#39;s clothing enterprises to develop better and faster. 一、国际快消行业发展概况 (一)快消行业概述 快消行业（FMCG Industry）是指消费频率高、使用时限短、拥有广泛的消费群体、对消费的便利性要求很高的商品销售行业。快消行业的销售渠道种类多且复杂，传统业态和新兴业态等多种渠道并存。快消行业集中度逐步上升，竞争度加大 。在服装领域，快消行业有自己独有的名字mdash;mdash;快时尚（Fast Fashion），西班牙的ZARA，瑞典的Hamp;M，美国的GAP，德国的Cam