浙江发展快时尚服装产业探析--基于ZARA钻石模型的研究

The study on the development of fast fashion clothing industry in Zhejaing:Based on researches on the diamond model of ZARA

在众多浙江服装企业探索快时尚之路的背景下,以ZARA快时尚模式为对象,利用钻石模型探究其在生产要素,需求条件,相关产业和支持产业的表现,企业的战略、竞争对手、结构的表现,以及机遇五方面的竞争优势,并在此基础上结合浙江服装产业的优势和劣势,得出其在发展服装快时尚产业时应加快要素逆转、形成嵌入全球市场的价值链,以及发挥集群效应的三大启示。

Under the background that many clothing enterprises in Zhejiang explore the road of fast fashion, this thesis targets the fast fashion pattern of ZARA and uses its diamond model to study its competitive advantage in five aspects, i.e., productive elements, demand conditions, the behavior of related and supportive industries, the behavior of corporate strategies, competitors and structures and opportunities. Base on this, it combines the merits with demerits of clothing industry in Zhejiang to three pieces of enlightenment, that is, Zhejiang should speed up the reversal of elements, form the value chain embedded in the global market and exert cluster effects when it develops fast fashion in clothing industry.