本文基于国内“快时尚”女装品牌如何突破现有国际女装品牌对国内 服装行业市场的冲击提从而高本土女装品牌市场竞争力为本文研究出发 点。针对进入21世纪以来大批国际服装品牌纷纷进驻中国一、二线大城 市市场，对国内本土服装品牌产业产生承重打击，本土服装品牌的市场 占有率产生巨大影响的现状进行全方位分析。 本文首先通过宏观环境分析对国内外服装行业的背景进行阐述，对 现阶段“快时尚”女装品牌行业进行整体梳理介绍，及对未来女装行业的 发展趋势进行研究。本文的研究内容对本土“快时尚”服装行业的发展规 划具有参考意义。 其次，本文以市场营销理论，产业竞争力理论，消费者行为学理论 这三大方面作为本论文研究的理论支撑体系。同时，结合了企业品牌定 位模型对目前站在国内和国际“快时尚”品牌前沿的数个企业的“快时尚” 品牌案例的进行经营状况品牌定位剖析。本土中国服装行业竞争已经形 成新局面，如何借力国内巨大的市场和科技生产力的发展，快速提高品 牌市场占有率，整体提高消费者满意度和忠诚度，成为国内服行业成功 转型的关键。 最后，本论文还通过发放调查问卷，统计分析国内女性消费者对“快 时尚”女装品牌的偏向消费喜好进行数据分析，为本文最后结论的得出提 供一定的参考意义数据基础。本文通过结合品牌案例数据和消费者问卷 调查喜好的部分关键数据对比分析。得出对国内“快时尚”女装品牌如何 从产品开发角度，销售渠道角度，宣传促销方式角度，企业运营角度， 品牌国际化市场布局这几大方面改善提高品牌竞争力得出结论。 本论文的研究内容对国内“快时尚”女装品牌如何发展提高市场竞争 力具有参考意义。同时，对于“快时尚”零售时尚行业（除了服装以外） 的发展方向也提供了相关借鉴性意见。 关键词：女装，“快时尚”，品牌，差异化，竞争力 THE COMPETITIVENESS RESARCH OF THE DOMESTIC WOMEN’S BRAND ON “FAST FASHION” MARKET ABSTRACT This article is based on the comprehensive analysis how the domestic "fast fashion" women's clothing brands break through the international women's clothing brands’ market impact. Since the begin of 21st century, a large number of international women’s clothing brands have entered the first and second-tier city markets. It took a heavy blow and huge impact on the China domestic women’s clothing industry market share. Firstly, this paper elaborates the background of domestic and foreign garment industry which through macro-environment analysis. It introduces the current "fast fashion" women's clothing brands’ industry as a whole view, and studies the development trend in the future. This research paper will have significance reference for the development planning of domestic “fast fashion” garment industry. Secondly, this paper takes marketing theory, industrial competitiveness theory, consumer behavior theory as the theoretical support system. And it combines the enterprise’ brand model and brand’s position to analyze the current “fast fashion” status which stands at the forefront of domestic and international brands. Competition in the local Chinese garment industry has formed a new situation. How to use of the huge domestic market and the development of scientific technological to rapidly increase the market share of the domestic brands, improve the overall consumer satisfaction and loyalty has become the key point to the successful transformation of the domestic garment industry. Finally, this paper also through the questionnaire, statistical analysis of domestic women consumers on the "fast fashion" brands consumption preference analysis, it provides some reference data basis for the final conclusion of this paper. This paper compares and analyzes some key data and draws a conclusion from the perspective of product development, sales channels, promotion methods, enterprise operation, international layout on how to improve the domestic “fast fashion” women’s clothing brands’ local competitiveness. This paper takes reference to how to develop and improve the market competitiveness of domestic "fast fashion" women's clothing brands. Meanwhile, it also provides some relevant suggestions for the development direction of "fast fashion" retail fashion industry (besides clothing). KEY WORDS: women's clothing, "fast fashion", brand, differentiation, competitiveness 目 录 第一章 导论 .............................................................................................................................................. 1 1.1 选题目的研究背景及意义 ......................................................................................................... 1 1.1.1 研究背景 .......................................................................................................................... 1 1.1.2 研究意义 .......................................................................................................................... 1 1.2 研究方法及研究内容 ................................................................................................................. 2 1.2.1 研究方法 .......................................................................................................................... 2 1.2.2 研究内容 .......................................................................................................................... 2 1.3 研究的难点及创新点 ................................................................................................................. 3 1.3.1 研究的难点 ...................................................................................................................... 3 1.3.2 研究的创新点 .................................................................................................................. 3 1.4 本论文的研究思路及结构 ......................................................................................................... 3 第二章 理论研究 ...................................................................................................................................... 5 2.1 相关理论介绍 ............................................................................................................................. 5 2.1.1 品牌市场营销理论 .......................................................................................................... 5 2.1.2 消费者行为理论 .............................................................................................................. 6 2.1.3 竞争力理论 ...................................................................................................................... 6 2.1.4 理论研究小结 .................................................................................................................. 6 2.2 “快时尚”服装品牌的概念和特点 .............................................................................................. 7 2.2.1 “快时尚”服装品牌的概念 ............................................................................................... 7 2.2.2 “快时尚”女装的品牌特点 ............................................................................................... 7 第三章 “快时尚”女装行业整体状况及部分品牌介绍 .......................................................................... 9 3.1 “快时尚”女装行业整体状况 ...................................................................................................... 9 3.1.1 国际“快时尚”女装行业整体现状 .................................................................................. 9 3.1.2 国内“快时尚”女装行业整体现状 .................................................................................. 9 3.1.3 国内市场“快时尚”女装品牌排名 ................................................................................ 12 3.2 国际“快时尚”品牌INDITEX集团 ............................................................................................ 15 3.2.1 集团背景介绍 ................................................................................................................ 15 3.2.2 集团旗下主要“快时尚”女装品牌定位 ........................................................................ 17 3.2.3 集团主要“快时尚”品牌经营状况 ................................................................................ 18 3.3 国内“快时尚”品牌太平鸟集团 ..