目 录
一、前言······························3
二、市场情况分析··························4（一）行业形势分析·························4（二）竞争对手分析·························5（三）消费者分析··························6三、企业现状分析··························7（一）企业发展状况分析·······················7（二）品牌分析···························7（三）SWOT分析···························81、优势······························ 82、劣势······························ 93、机会······························104、威胁······························10四、品牌规划····························10（一）建立品牌文化，增加产品的文化附加值··············10（二）宣传品牌的理念························10（三）突出自己品牌的创新特色····················11（四）选择适合的营销渠道······················11（五）制定有效的策略························11五、战略设计····························11（一）推广目标···························11（二）目标人群确定·························12（三）推广思路···························12（四）品牌定位···························12六、品牌推广····························12（一）企业内部品牌建设·······················12（二）专卖店建设··························13（三）品牌传播···························13七、主题活动····························15活动一·······························15活动二·······························16八、经费预算····························16结束语·······························17
参考文献······························17
内 容 摘 要
本人在对服装行业及市场现状分析的基础上，论述Zara品牌服饰的产品自身特点、与其他品牌服饰的不同之处，特殊的经营模式，它本身存在的优势、劣势。同时也分析了其在杭州市场发展存在的问题及机遇，提出了其杭州市场推广的策略，如何应用这些策略来达到其推广目标。
近年来，由于国民收入的提高,在除去“吃的饱，穿的暖”以外，有更多的资金能够让人们追求外表的美观。自信，一部分来源于外表，使得人们对穿着打扮有着越来越大的需求。现在的服装店有很多，比如中心地带的购物大厦，人流量大的超市或者住房小区附近等都有很多品牌专卖店和私营店。各种各样的服装店比比皆是，却各有不同。
目前服装市场形成了高、中、低层次，国外品牌占据了80%的高端市场份额。根据服装的品牌进行选购的消费者已达70%。2007年9月，杭州国大百货一楼新入驻了来自西班牙品牌Zara。Zara一年中大约推出12000种时装，而每一款时装的量一般不大。即使是畅销款式，Zara也只供应有限的数量，常常在一家专卖店中一个款式只有两件，卖完了也不补货。一如邮票的限量发行提升了集邮品的价值，Zara通过这种“制造短缺”的方式，培养了一大批忠实的追随者。“多款式、小批量”， Zara实现了经济规模的突破。人们需要的不是产品而是“与众不同”、“独一无二”。 Zara服装的流动性快和限量供应, 正好满足了人们的这种心理。Zara由于这种颠覆性的做法慢慢变成了“独一无二”的代言人。Zara凭着这样独特的经营方式，在国内有较强的市场前景，较广的发展空间。
Zara在杭州国大百货开业了1年不到，又在利星购物广场开了另一家分店。到目前为止Zara已经来到杭州1年多了，说起Zara，却没有很多人知道这个品牌，而且Zara的已有顾客对它的评价存在污点。针对这样的情况，对Zara进行适当的推广和宣传让大家知道它，了解它，喜欢它，能使它在杭州更稳的站住脚跟，更好的发展。
关键词：ZARA 经营模式 品牌策略 推广策划
