从供应链管理看ZARA核心竞争力的塑造

摘  要

ZARA, 世界最大服装零售商，作为快速时尚（Fast Fashion）模式的领导品牌，从1996 年起, 营业额以每年10%到15%的速度增长,成为赢利性品牌的典范。ZARA在时尚服饰业界以惊人的速度崛起，2005年闪电般地跻身全球100个最具价值品牌榜，并将ARMANI等时尚服饰界大牌甩在身后。在其辉煌的背后优秀的供应链管理能力功不可没，ZARA如何借用供应链的管理来塑造核心竞争力？中国服装企业又能从中学到些什么？本文将在查阅相关文献资料的基础上，尝试分析ZARA对供应链的管理，并就此给我国快时尚企业提出一些建议。

关键词  ZARA；供应链管理；核心竞争力
ABSTRACT

ZARA, the world's largest clothing retailer, the leading brand as fast fashion (Fast Fashion) mode, since 1996, the turnover rate of 10% per annum to 15% growth in a profitable brand model. ZARA fashion industry at an alarming rate rise of lightning among the world's 100 most valuable brands list in 2005, and ARMANI fashion circles big behind. Contributed to the brilliant behind supply chain management capabilities, ZARA, how to borrow a supply chain management to shape the core competitiveness? Chinese garment enterprises can learn from what? This article will try to analyze access to relevant documents on the basis of the ZARA supply chain management, and to report thereon to the fast fashion companies in China to make some suggestions.

Key words  ZARA；supply chain management；core competitiveness

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