research proposal 第二组.docxVIP

Name: 吴欣怡 郭逸菲 戴逸梅 盛琳洁 王夏颖 吴佳莹 李森源Word Count: 937 （excluding references）Analysis of ZARAs Marketing Success and References for FMCG Clothing Industry in China------Through the 4P Theory1 Introduction1.1 BackgroundWith the rapid improvement of the living standard, Chinese people are much more particular about the daily dress than they were in the past. However, Chinese clothing brands can not meet peoples fast-changing demand for dressing. Therefore, it’s really easy for us to realize the lacking in competitiveness of Chinese clothing brands not only in China, but also in the world-range. In spite of this fact, there are also some famous international fast fashion brands establish a significant presence in China, such as ZARA and AF. Instead of bidding a high price, ZARA is affordable for the most. Besides, ZARA has a lot of fashion styles favored by the young, and it keeps going on with new styles every month, which are sold all over the world. As a result, our research aim is to find out the references, getting from ZARA’s success in China, and apply them to Chinese fast-fashion clothing market.1.2 Research Aim and Research Questions1.2.1 Research Aim The research aims to analyze ZARA’s way to success when clothing market are in depression recent years, and try to find out what can China learn from ZARA for self improvement. 1.2.2 Research QuestionsBased on research aim, the research questions are presented as follows:. What does China learn from ZARA’s successful experience and its principles?(2). What are ZARA’s management and promotion strategies that contribute to their excellent success in such a competitive market? (3). How does ZARA choose their market location?(4). What about their relative market share? (5). How can ZARA product so much new clothing style with a small cost? (6). What’s the most important part in ZARA’s product line? (7). Does ZARA spend a lot on advertising?2 Literature Review2.1 Previous researchWe have already done research on ZARA’ s l