快时尚发展内外影响因素分析-以ZARA和H-M为例

201211Nov.2012J508HEeonomieForumGenjOSNo.llzARAH&M/[zARAH&M,,PEsT7s,zARAH&M,,zARA;;PEsT;7s,;,,:(FastFashion)}l,10,(MeFashion),H&M,ZARAMangoBershka,PromodEtam,C&AT-shop,VeroModa,,,zARA1975,1988,2090,2007ZARA201080.88(106.82),15.34,771723,,200,2011,ZARA10,,,zARAH&M,,ES()(PolitiealFaetors)2008,,,zARA,,()(EeonomiCalFaetorS),,,,,,,,,,zARAH&M142,()(SoeialandeulturalFae-tors),,,,,,M,,,,,zARAH&M,,,,,,,,,,()(TeehnologiealFaetors),zARA,,,,,zARAH&M,,,,,75()1.ZARA,,,2.ZARA,,ZARA4,1000,60,1.22,20,ZARA,,,,3.,,,,,,,()1.,,,,,,,,2.,ZARA40%,260,4%,,,,3.H&M,,,60%,;ZARA20,50%,400OEM,,(),zARA,200,20,500,,,,,PDA24,zARA(),ZARA,zARA,ZARAINDITEX2010,INDITEX7837,10,150,80%26,,,,(),zARAIT,,,zARAH&M,(),,zARA45,H&M,,,,,,(),,,,,,,7S,:ZARA,,,,;,;IT,,;,;,,ZARAH&M,,,1.,,,,M,,2.zARA,IT3PL,4PL,,,,,3.,,144201211Nov.2012J508HEeonomieForumGenjOSNo.ll/[],,,:,;;;;[(NTs201114),,,:,,,,,2009,,,,20,,,,,,1MargaretBruce,LucyD.BuyerbehavlourforstshlonJournalofFashlonMarketingandManagement,Vol.10No.3,2006[2pankaJGhemat,JosLul5Nueno.ZARA:FastFashlon.REV:DECEIBERZI,2006.[3MerslhaMemlc,FndaN.Mlnhas.Thestshlonphenomenon.TheSwedlshSchoolofTextiles,2011023.[4pankaJM.Madhanl.RFIDDeploymentFastFashlonRetalling,SCMSJournaloflndlanManagement,APrllune,2011.TsanMingChol,NaLlu,ShukChingLlu,JosePhMak,YeukTingTo.Fastshlonbrandextenslons:AnemPlrlcstudyofconsumerPrerences.BrandManagementVol.17,7,472487.[0]..,2010,(24).[=],,,..,2010,(4).[s].zARAP.,2011,(s).[0].zARAHl.,2011,(8).[l0].beilzARA.,2011,(24).[ll].D]..[l2]..,2009,(7).[l3],..,2011,(20).14.ZARA.,2009,(22).[l.BZcD].,2009.[l6]}.D].,2010[l7].D].,2010.(:)145