武昌理工学院毕业论文PAGE\*MERGEFORMATIII内容摘要：ZARA成立至今，已发展成为国际知名的服装品牌，据统计在世界近60个国家里，已经设立有超过两千多家，是国际知名的服装连锁店。随着经济的发展，服装行业跟前几年相比发生了巨大的变化。从现在服装市场占有率上可以看出，快时尚消费占据了我国大部分的时尚市场，并且快时尚作为当下最为火热的服装产业，已经在全球范围内普及开来。而在中国区域，快时尚行业发展的速度尤为迅速，快时尚行业其以自身对时尚元素的及时把握、较低的价格和快速的产品更新，满足消费者对于时尚服装的期望。除了时尚元素竞争，服装也存在质量竞争。快时尚追求越来越快，但是质量也越来重要。当时尚和价格差别不大时，质量相对较好、客户体验更优化的产品可以获得差异化的竞争优势。ZARA想要更好的发展下去必须解决质量不过关的问题，并对质量声誉进行公关建设。Abstract:ZARAhasdevelopedintoaninternationallyrenownedclothingbrandsinceitsestablishment.Accordingtostatistics,morethan2,000clothingchainstoreshavebeensetupinnearly60countriesintheworld.Withthedevelopmentofeconomy,theclothingindustryhasundergonegreatchangescomparedwithpreviousyears.Ascanbeseenfromthecurrentmarketshareofclothing,fastfashionconsumptionoccupiesmostofChina'sfashionmarket,andfastfashion,asthehottestclothingindustryatpresent,hasbeenpopularizedworldwide.InChina,thefastfashionindustryisdevelopingataparticularlyfastspeed.Thefastfashionindustrymeetsconsumers'expectationsforfashionclothingwithitstimelygraspoffashionelements,lowerpricesandrapidproductupdates.Apartfromcompetitionforfashionelements,thereisalsocompetitionforqualityofclothing.Thepursuitoffastfashionisgettingfasterandfaster,butqualityisalsobecomingmoreandmoreimportant.Whenthereislittledifferencebetweenfashionandprice,productswithrelativelygoodqualityandbettercustomerexperiencecanobtaindifferentiatedcompetitiveadvantages.ZARAwantstodevelopbetter,itmustsolvetheproblemofunqualifiedqualityandcarryoutpublicrelationsconstructionofqualityreputation.PAGE\*MERGEFORMATV目录HYPERLINK\l_Toc17706_WPSOffice_Level1一、ZARA基本情况介绍1HYPERLINK\l_Toc19401_WPSOffice_Level21.公司概况1HYPERLINK\l_Toc16440_WPSOffice_Level22.发展情况1HYPERLINK\l_Toc23220_WPSOffice_Level23.公司的主要业务2HYPERLINK\l_Toc12752_WPSOffice_Level24.公司文化2HYPERLINK\l_Toc19401_WPSOffice_Level1二、ZARA企业生产运营现状2HYPERLINK\l_Toc20221_WPSOffice_Level21.ZARA企业在中国发展现状2HYPERLINK\l_Toc3430_WPSOffice_Level22.ZARA企业的目标消费群及产品结构3HYPE