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研究生:葉昀婕
研究生(外文):YEH, YUN-CHIEH
論文名稱:快速時尚產業商業模式與跨界策略 – 以 ZARA 為例
論文名稱(外文):Business Model and Cross-border Strategy Regarding Fast Fashion Industry : A Case Study of ZARA
指導教授:許碧芳許碧芳引用關係
指導教授(外文):HSU, PI-FANG
口試委員:姚成彥陳玟妤
口試委員(外文):YAO, CHEN-YENCHEN, WEN-YU
口試日期:2020-05-29
學位類別:碩士
校院名稱:世新大學
系所名稱:企業管理研究所(含碩專班)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:75
中文關鍵詞:快時尚ZARA個案分析跨界策略
外文關鍵詞:Fast FashionZARACase AnalysisCross-border Strategy
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全球經濟的發展,帶動消費者對⽣活需求程度的提升,對於服裝的品質更是日漸重視及講究。Inditex是全球最大零售商,也是快速時尚(Fast Fashion)產業的⿓頭之⼀,其中ZARA在Inditex集團裡更是最有價值品牌,ZARA佔集團1/3收⼊來源,銷售額和成長率方面遠超過其他傳統零售商。本研究的目的是要探討被視為夕陽產業的服飾製造業,如何達到如此傲人的成就。透過分析ZARA的成功因素,利用次級資料研究法,進⾏ZARA個案分析,結論如下: 1. ZARA有精準明確的定位及目標客群,以喜愛流行且負擔得起的流行時尚商品的市場為主要目標。2. ZARA以顧客需求為導向,快速反應市場需求,從設計、服務、行銷皆以滿足顧客需求為主且縮短設計、製造到上架銷售的前置時間。 3. 利⽤款式多、數量少的策略,加上優越的設計能力、優異的品質以及大眾負擔得起的價格,刺激消費者衝動性購物。4. 隨著趨勢發展,利用多角化跨界經營的商業模式與品牌做完美呼應。5. 隨著科技日新月異,運用電商平台、行動商務及智慧科技使其能持續創新與進步,進而強化其競爭優勢。
The development of the global economy has increase consumers' demand for life and awareness about the quality of clothing. It is becoming more and more important and pay attention to. In the case of price sensitivity, consumers still hope that they can find a luxurious and fashion clothing but in a in a parity price. Therefore, fast fashion become the trend, so that every consumer can affordable and enjoy fashion synchronized with the world's trends. Inditex is the world's largest retailer and one of the leading companies in the Fast Fashion industry. It has eight apparel retail brands including ZARA, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterque. Each brand operates in different market positioning and different markets. Among them, ZARA is the most valuable brand in the Inditex Group. ZARA accounts for 1/3 of the group's revenue. It is also the fastest-growing apparel brand in the world, with sales and growth rate far exceeding other traditional retailers. In 2011, ZARA expend their business in Taiwan for the first time, and successively presence in Taipei 101, Zhongxiao Store and Q square Department Store, causing a great sensation, reverberation and discussion. In 2013, Zara Home, which had just celebrated its 10th anniversary, officially expend their business in Taiwan as well. Zara Home inherit the characteristics of the original brand and maintain fast fashion purpose, selling variety of daily life supplies and providing a one-stop home shopping environment. In addition, ZARA is also the company's representative brand on O2O, integrating e-commerce and offline retail services. This fast-fashion company is among the top 50 apparel companies in Interbrand. Its founder is the richest man in Spain and the top 10 of the world's richest people. Inditex group expand all over the world and there are thousands of branches. The purpose of this study is to explore how textile and apparel manufacturing, which is regarded as a sunset industry, can achieve such a great achievement. By understanding the global apparel industry trends and the fast fashion apparel industry first and then analyzing the strategic positioning, cross-border strategy, O2O marketing model, competitive advantages of ZARA companies. Hope to discover the reason to success in the fast fashion industry. Provide research to other apparel Industry as a reference.

目錄
第⼀章 緒論................................................................................................................................1
第⼀節 研究背景與動機..............................................................................................................1
第⼆節 研究問題與目的..............................................................................................................3
第三節 研究流程........................................................................................................................4
第四節 論⽂結構........................................................................................................................5
第⼆章 ⽂獻探討 .......................................................................................................................6
第一節 全球服裝產業.................................................................................................................6
第二節 快速時尚服裝產業........................................................................................................12
第三節 市場區隔與定位(STP)...................................................................................................14
第四節 行銷組合策略(4P).........................................................................................................15
第五節 跨界策略......................................................................................................................17
第六節 虛實整合......................................................................................................................19
第七節 營運模式......................................................................................................................23
第八節 競爭優勢......................................................................................................................25
第九節 小結.............................................................................................................................29
第三章 研究⽅法 .....................................................................................................................31
第一節 研究架構......................................................................................................................31
第⼆節 次級資料研究法...........................................................................................................32
第三節 個案研究法..................................................................................................................34
第四節 個案介紹......................................................................................................................36
第四章 研究結果 .....................................................................................................................43
第⼀節 ZARA之⽬標市場與定位...............................................................................................43
第⼆節 ZARA之行銷組合策略與跨界策略.................................................................................47
第三節 ZARA之電商經營商業模式...........................................................................................56
第五章 結論與建議...................................................................................................................63
第⼀節 研究結論......................................................................................................................63
第⼆節 研究建議......................................................................................................................67
第三節 研究限制與未來研究方向..............................................................................................69
參考⽂獻..................................................................................................................................70

表次
表2-1 快速時尚定義.................................................................................................................12
表2-2 營運模式之定義.............................................................................................................23
表3-1 INDITEX集團下各品牌介紹............................................................................................38
表3-2 ZARA品牌歷程...............................................................................................................40

圖次
圖1-1 研究流程..........................................................................................................................4
圖2-1 服裝產業供應鏈流程........................................................................................................7
圖2-2 2000~2017年全球成衣服飾品出口統計...........................................................................7
圖2-3 2017年前15大成衣主要進口國........................................................................................8
圖2-4 全球服裝需求量...............................................................................................................9
圖2-5 STP圖............................................................................................................................15
圖2-6 4P理論...........................................................................................................................16
圖2-7 整合光譜圖.....................................................................................................................22
圖2-8 營運模式畫布(Business Model Canvas)........................................................................24
圖2-9 競爭優勢來源.................................................................................................................26
圖3-1 研究架構........................................................................................................................31
圖3-2 INDITEX集團旗下各品牌................................................................................................37
圖3-3 ZARA 2018年的淨銷售額、全球門店數量及全球線上商店數量......................................41
圖3-4 INDITEX集團2015年⾄2018年的淨銷售額.....................................................................42
圖3-5 INDITEX集團旗下各品牌2015年⾄2018年的淨銷售額....................................................42
圖4-1 服飾市場Segmentation..................................................................................................43
圖4-2 ZARA服裝款式及目標客群定位......................................................................................44
圖4-3 ZARA供應商數量圖........................................................................................................45
圖4-4 INDITEX集團獲利表.......................................................................................................46
圖4-5 ZARA市場價格及服飾流行度定位..................................................................................46
圖4-6 ZARA HOME與SMEG聯手推出的土司機.......................................................................53
圖4-7 主要社交媒體關注者數量圖............................................................................................55
圖4-8 2014~2017線上商店數量圖...........................................................................................57
圖4-9 2015~2018線上商店營收佔比........................................................................................57
圖4-10 ZARA官網⾸頁.............................................................................................................58
圖4-11 ZARA運⽤機器人協助下單客⼾來店取貨......................................................................61
圖4-12 ZARA商業模式圖.........................................................................................................62



參考文獻

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二、英⽂文部分
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To Generate Better Theory: A Rejoinder to Eisenhardt. Academy of Management Review, 16(3), 613–619.
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7. McCarthy, E. J. & Perreault, W. D., (2002), Basic Marketing: A Global- Managerial Approach,14th ed, Homewood,IL; McCarthy-Hill Irwin.
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三、線上資料
1. Interbrand(2019),Best Global Brands 2019 Rankings,摘自:https://bit.ly/2y1Ssb8(上網時間:2020年4月)
2. Forbes(2020),The Richest in 2020,摘自:https://www.forbes.com/billionaires/(上網時間:2020年4月)
3. 中華民國紡織拓展協會(2018),2018 年臺灣紡織工業概況,摘自:http://ttf.textiles.org.tw/(上網時間:2020年4月)
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5. ZARA 官⽅方網站(2020),摘⾃:http://www.zara.com/tw(上網時間:2020年3月)
6. INDITEX 集團官⽅方網站(2018),INDITEX 集團年報,摘自:http://inditex.com/en(上網時間:2020年 2月)
7. 阿里足跡(2019),天貓 Luxury Pavilion 迎來第 100 個品牌,摘自:https://bit.ly/2zDuOSL(上網時間:2020年5月)
8. 台灣精品協會(2010),ZARA,摘自:https://www.allergen.com.tw/ZARA.pdf(上網時間:2020年3月)
9. Semantic Scholar (2016),Excellence in European Apparel Supply Chains:Zara,摘自:https://bit.ly/3aXlkP6(上網時間:2020年5月)
10. BAZAAR(2019),Zara Home 聯⼿義⼤利精品家電 SMEG 推出廚房⼩家電,摘⾃:https://bit.ly/3aXlkP6(上網時間:2020 年 3 ⽉)
11. DIGITIMES(2018),ZARA 運⽤機器⼈協助下單客⼾來店取貨,摘⾃:https://bit.ly/2WNACkq(上網時間:2020 年 5 ⽉)
12. EVERYDAYOBJECT(2015),宅在家也可以逛 ZARA!ZARA online shop 9/2,開幕,摘⾃:https://bit.ly/35TtFCK(上網時間:2020 年 5 ⽉)
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